Dewar's redesign aims to boost UK blended whisky sales
The Bacardi-owned brand is the biggest selling blended whisky in the US, and has earmarked the UK as an area for growth.
The move will be supported with a global media campaign under the slogan, True Scotch Since 1846.
“We are immensely proud of Dewar’s heritage, and the quality and skill that it has embodied for the past 168 years,” said global category director John Burke.
“True Scotch, coupled with the new design, is our way to connect with the past, while embarking on an exhilarating journey into the future. Our new marketing campaign tells the story of the brand and the exquisite liquid in a real and tangible way, giving every consumer the opportunity to connect with Dewar’s history.”
The new design, which has been inspired by old packaging found in the company’s archives, is rolling out across the UK, Spain and Greece now, followed by the US, Russia, India and Lebanon as well as global travel retail later this year.
The brand’s visitors centre, situated in the Aberfeldy distillery in the Scottish Highlands that produces the malt which remains a key element of the Dewar's blend, is also set to re-open this year to help boost the brand.
“Visitors will be able to experience the Dewar's story and view unique brand artifacts and memorabilia within the distillery built by John Alexander Dewar in 1896, just a few miles from his father’s birthplace,” said Burke.
Rival Pernod Ricard is also hoping to drive growth in the UK blended whisky category with its Chivas Regal brand, which it has pledged to double in size this year and again next year, while Diageo is hoping David Beckham can boost the grain whisky category.
