Dewar’s targets Chinese New Year shoppers with multi-region campaign
Bacardi Global Travel Retail is roaring towards Chinese New Year with a multi-region, interactive activation for Dewar’s blended Scotch whisky.
Marking the Year of the Dragon, the shopper engagement campaign has launched in Asia Pacific, the Middle East and UK across the 40-day Spring Festival period. Building on a successful 2023 performance, Dewar’s is celebrating the Year of the Dragon with a global travel exclusive, limited-edition pack featured across the Dewar’s award-winning Double Double series (20 Year Old, 26 Year Old and 30 Year Old), a selection of small batch, prestige, aged blends exclusive to Global Travel Retail (GTR).
The vibrant Chinese New Year themed limited-edition packaging features a dragon illustration and an interactive digital consumer experience, accessible via a QR code on packaging. Shoppers are invited to discover their zodiac fortune for the new year ahead, with the promotion available in Chinese and English.
According to IWSR 2023, Dewar’s is the fifth largest blended Scotch Whisky in GTR, and the fastest growing in value year-on-year amongst the top five blended Scotch brands. The range of premium expressions, including the Dewar’s Double Double series, has been a significant contributor to the brand’s rising performance, with Prestige/Prestige+ price bands leading the category’s growth.
Dewar’s Double Double received multiple gold awards at the San Francisco World Spirits Competition 2023 and scored highest in the Best Blended Scotch Whisky category at the International Whisky Awards 2023 for Dewar’s Double Double 37 Year Old. Dewar’s Master Blender Stephanie Macleod was awarded World’s Best Master Blender for an unprecedented fifth consecutive year at the International Whisky Competition 2023.
Bacardi GTR Global Head of Marketing, Ignacio Vazquez, said, “The history of the Chinese zodiac dates back at least 2,000 years as an enduring pivotal element of Chinese New Year celebrations, not only in China but across the globe. The limited edition Dewar’s Year of the Dragon presentation with its interactive zodiac features makes an entertaining and memorable gift and a commemorative self-treat for whisky lovers. That’s why this multi-region activation is not just targeting the key profile of Chinese consumers within China but also engaging them on their travels.”
Vazquez said the activation is also designed to engage travelers across North and Southeast Asia as they enjoy the special moments of the festival and its wider cultural appeal.
“Dewar’s was born in 1846, under the Year of the Horse, and zodiac profiles often cite that those born in the Year of the Horse are passionate, talented and like to be the center of attention while making sure everyone around them enjoys their company; an accurate description of the Dewar’s personality,” he added.