The project? A range of awareness-raising points of sale for the modern on-trade – that needed to be different from other offerings. So we crafted items to educate consumers about the effect of adding a small amount of water to their whisky, designed to help bartenders serve their clients. The result? Bartenders and consumers loved them. The brand raised its profile in the on-trade, and across media and social media. Bowmore has since developed its own water education campaign using the points of sale.