June 3 2024  |  Spirits & Tobacco

Bacardi and China Duty Free Group partner for dual location Dewar’s launch

By Laura Shirk

Dewar’s Double Double 21 Year Old Stone Toasted launched in travel retail with China Duty Free Group

Bacardi Global Travel Retail and China Duty Free Group (CDFG) have partnered in a two-month campaign for the latest innovation from Dewar’s.

From May 1 until May 31, CDFG had a one month exclusivity period for the launch of Dewar’s Double Double 21 Year Old Stone Toasted, at its stores in Hong Kong International Airport and at CDF Sanya in Haikou, Haitang Bay. Both campaigns will continue throughout June, while Dewar’s Double Double Stone Toasted begins its listings with other retailers in APAC.

In-store visibility is enhanced with dedicated discovery units and brand ambassadors to explain the stone toasting process with sampling available to enhance the experience, with CDFG amplifying the launch on social media via WeChat.

Michelle Sun, Assistant General Manager, CDFG commented, “We are always looking for creative and authentic innovations to bring to our many whisky shoppers and the Dewar’s Double Double 21 Year Old Stone Toasted is an innovative example from a trusted brand that is loved by many Chinese whisky aficionados. The Discovery Pack gives shoppers the chance to experience two stone toasted cask finishes, enhancing their journey to discover new and exciting whiskies, techniques and taste profiles from Dewar’s. We look forward to more partnerships with Bacardi in the future.”

Sam Pickard, Regional Director AMEA, Bacardi Global Travel Retail added, “We have a strong and valued relationship with CDFG that’s rooted in a shared passion to serve CDFG whisky consumers underpinned by detailed insights and understanding of their preferences. This enables our specialist whisky team to create unique and exclusive innovations that play to the enthusiasm for rarity and new twists on classic techniques. We are delighted to offer CDFG shoppers the first taste of Dewar’s Double Double 21 Year Old Stone Toasted, our debut innovation of 2024.”

The Dewar’s Double Double 21 Year Old Stone Toasted Discovery Pack includes two 75cl whisky expressions, bottled at 46% ABV, with natural color and no chill-filtration: Dewar’s Double Double 21 Year Old Stone Toasted Cask with Magma, using American Oak and French Oak.

With a RRP of US$440, the Discovery Pack will roll out to other travel retail locations in Asia Pacific, India and the Middle East and the Americas from June 2024.

Stone Toasted is the latest iteration of the Dewar’s series, highlighting new ways to enhance flavor possibilities through cask maturation. The new expressions showcase the influence of oak and how it is seasoned. Typically, the inside of a cask is ‘toasted’ or ‘charred’ over an open flame or oven, for a matter of seconds. However, Stone Toasted casks – a method pioneered only in the last decade for high-end wines – involves a gentler, slower approach, to give more precision on toast levels.

The non-combustion process in the Dewar’s Double Double 21 Year Old Stone Toasted Discovery Pack whiskies uses magma stones and water elements, which are combined with heat to create casks that are toasted, evenly and consistently. The rotating stones are warmed and gradually emit heat to gently open the oak’s pores. Adjustments to toasting durations, yield diverse flavor combinations.

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