Dewars gets new packaging

07 April, 2014

Bacardi Limited has revealed the new look Dewar’s bottles that are part of a new global marketing campaign.

Entitled True Scotch Since 1846, the campaign pivots on the brand’s heritage.

The new bottles will launch this month in the UK, Spain and Greece, and then will roll out to all other global markets, including the US, Global Travel Retail, Russia, India and Lebanon.

The branding and True Scotch slogan will be incorporated into all point-of-sale and merchandising “to strengthen the impact and differentiation of the brand range”. 

Packaging specialist Stranger & Stranger took its inspiration for the new design from the brand’s archive in Scotland. The new bottles feature an embossing of the "Celtic truth knot", while new typefaces have been introduced to draw on the brand's herritage.

John Burke, global category director for Dewar’s said: “We are immensely proud of Dewar’s heritage, and the quality and skill that it has embodied for the past 168 years.

“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.”

Dewar’s World of Whisky, the visitor center situated in the brand’s spiritual home of Aberfeldy in the Scottish Highlands, will also reopen to the public later in April.

Keywords: dewar's

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