Dewar’s ‘Celebrate With The Most Celebrated’ Diwali campaign continues to attract traveling consumers

To celebrate the 2025 Diwali festival of light, Bacardi Global Travel Retail launched a vibrant new campaign in over 30 markets for its Dewar’s Diwali range, inviting Whisky lovers to ‘Celebrate With The Most Celebrated’.

The call to action signals the position of Dewar’s as the World’s Most Awarded Blended Scotch Whisky with over 1000 international awards to its name, crafted under the guidance of six-time Master Blender of the Year, Stephanie Macleod.

The limited-edition travel retail exclusive selection features illustrated gift packs, where bright lanterns and colorful flowers express iconic symbols of the most celebrated season among Indians worldwide. The annual limited-edition designs have become highly collectible amongst Dewar’s fans with this year’s packaging containing sought-after bottles of Dewar’s 15 Year Old, Dewar’s Double Agent 16 Year Old and Dewar’s 18 Year Old. All are double aged for extra smoothness, in keeping with the Dewar’s legacy for maturity and aging to create smooth, refined flavor experiences.

Exclusive to travel retail, Dewar’s Double Agent 16 Year Old is true to the brand’s house style, double aged for extra smoothness, but with a layered twist. One half is finished in Oloroso Sherry casks, bringing rich, sweet layers of fig, raisin and toffee. The other half is finished in smoky Islay Whisky casks, adding depth, gentle peat smoke and subtle maritime character. The two are then reunited, creating a captivating blend that brings the edge that peat smoke offers, in a more mellow and approachable way.

Building on previous years’ success, the campaign is running across Asia, UAE and Europe. Strategic digital airport advertising and in-store engagement, including sampling and games, invite travelers to explore DEWAR’S as part of their gift shopping for Diwali celebrations.

Darragh Ryan, Marketing Director, Bacardi Global Travel Retail, remarks, “With over 1 billion people across the world celebrating Diwali, this Is a pivotal moment for Dewar’s to connect with the huge Indian diaspora traveling to share exciting, memorable experiences with friends and family.”

Diwali 2025 is expected to be a record year for international travel into and out of India. Leading Indian travel company Thrillophilia has released its Festive Travel Pulse 2025, citing a 24% rise in outbound bookings compared to 2024, with strong shift towards short-haul Asia-Pacific hubs, including Dubai, Singapore, Thailand, Vietnam, Bali and Hong Kong topping the outbound list. Meanwhile, Agoda reports a 67% increase, versus 2024, in inbound travel interest from overseas markets.