A MILESTONE FOR THE BRAND - BOWMORE® REVEALS FIRST BOUTIQUE IN ASIA AT SHERATON OPERA SAIGON HOTEL

A MILESTONE FOR THE BRAND - BOWMORE® REVEALS
FIRST BOUTIQUE IN ASIA AT SHERATON OPERA SAIGON HOTEL
Immersive retail experience opens at Sheraton Saigon Grand Opera Hotel, celebrating the artistry and legacy of Bowmore® Single Malt Whisky.

6 MAY 2025 – HO CHI MINH CITY, VIETNAM – Suntory Global Spirits proudly announces the launch of the first-ever Bowmore® boutique in Asia and Vietnam, located within the Lobby Lounge of the Sheraton Saigon Grand Opera Hotel. Covering 42 square meters, this exclusive, multi-sensory pop-up offers a world-class whisky discovery experience in the vibrant heart of Ho Chi Minh City. The boutique will be open to the public from May 2025.

This milestone debut marks a bold step in Bowmore’s journey to redefine luxury whisky retail. More than a store, the boutique is a curated destination—inviting whisky connoisseurs and curious explorers alike to engage with the depth, complexity, and signature character of Bowmore, Islay’s oldest licensed distillery, established in 1779. At the centre of this experience are four newly unveiled expressions, crafted to highlight the exceptional role of European oak Sherry casks in enhancing Bowmore’s layered, multidimensional style. Each whisky reveals a distinct facet of flavour, reflecting the brand’s relentless pursuit of precision and purpose in every drop.

Dimitry Khan, Managing Director of Southeast Asia said: “Vietnam has rapidly emerged as one of Bowmore’s most dynamic and high-potential markets in Asia, recording impressive double-digit year-on-year growth — a testament to the country's growing appetite for premium, craft-led spirits. This strong momentum reflects a rising appreciation for premium, craft-led whiskies among a new generation of collectors and connoisseurs. In response, we are proud to unveil the Asia first and only Bowmore boutique in Ho Chi Minh City — highlights our commitment to creating pioneering luxury retail experiences. This boutique represents more than a physical space; it is a bold expression of Bowmore’s long-term vision for Asia and a tribute to the thriving whisky culture in Vietnam.”

The boutique also presents a rare and refined collection of vintage and limited-edition
masterpieces, including:
• Bowmore Timeless 33-Year-Old
• Bowmore Aston Martin Master Select 21-Year-Old
• Bowmore Aston Martin Master Select 22-Year-Old
• And the extraordinary Bowmore ARC-54, created in collaboration with Aston Martin.

Bowmore ARC-54 stands as a sculpture of time, emotion, and ingenuity—an ultra-rare
release that fuses whisky-making mastery with the visionary design ethos of Aston Martin. It is a striking symbol of two iconic legacies united in their quest to challenge convention and reimagine the future of luxury.

Charlotte Rietschel, Marketing Director of Scotch & Irish Brand House, said: “The launch of the Bowmore boutique in Vietnam marks a significant milestone for the brand in global strategy. We are proud to introduce a new and exclusive sherry cask expression — crafted specifically to commemorate this occasion — alongside a highly limited-time offer (LTO) collection available exclusively through this boutique.

“Whisky should be enjoyed, not overcomplicated ” said Roger Chen, Marketing Director of Southeast Asia. That belief is at the heart of the Bowmore Boutique. We’ve created a space that feels warm and familiar — like your favorite neighborhood bar — where guests can walk in and discover Bowmore in a way that’s effortless, inviting, and free from pretension. The newly introduced Sherry Oak expression, with its rich fruity character, was crafted to resonate with the Asian palate and complement Vietnam’s vibrant food culture — bringing a new dimension to the whisky pairing experience.

As Bowmore charts its path forward, this boutique reflects a larger vision: to transform every Bowmore moment into a journey of discovery, connection, and wonder. Because true luxury is not defined by rarity alone—it is measured by the stories we share, the emotions we evoke, and the legacy we leave behind.

The boutique’s design embodies Bowmore’s elevated visual identity, featuring bold black tones—a signature of the brand’s heritage—and natural oak textures that echo the distillery’s craftsmanship. Transparent structures, refined merchandising, and interactive tasting experiences invite guests into the heart of Bowmore’s artistry. Visitors can enjoy guided tastings of the new Sherry Cask Collection, explore the permanent collection, and engage with prestigious archival releases rarely seen outside the distillery.

The opening of our first Bowmore boutique in Asia is a defining moment for the brand. It reflects our unwavering commitment to luxury retail as a powerful brand-building platform, and to delivering immersive, best-in-class experiences that showcase Bowmore’s unique position in the world of single malt.

This new boutique sets a bold benchmark for experiential whisky retail—offering discerning shoppers an unparalleled opportunity to explore the full breadth of Bowmore’s portfolio, from modern innovations to timeless rarities.