Dewar’s expands Lunar New Year campaign to over 20 airports

Dewar's Year of the Snake display at Taoyuan International Airport showcases the Double Double range against dramatic red and gold lunar new year theming
In a significant expansion of its global travel retail footprint, Dewar’s has rolled out its Lunar New Year campaign across more than 20 major airports, marking an ambitious push for the blended Scotch whisky brand in the premium spirits segment. The multi-region celebration, which welcomes the Year of the Snake, now reaches key aviation hubs throughout Asia Pacific, Middle East, UK and Europe.
The campaign centers on Dewar’s Double Double series, the brand’s collection of small batch, prestige aged blends created exclusively for global travel retail. The limited edition encompasses the 20 Year Old, 26 Year Old and 30 Year Old expressions, each featuring vibrant lunar new year packaging designed to capture the attention of traveling consumers.

Interactive digital elements encourage travelers to scan and discover their zodiac predictions, part of Dewar's strategy to enhance shopper engagement during the lunar festival period
This expansion comes at a strategic time for Dewar’s, which has established itself as the fifth-largest blended Scotch whisky brand in global travel retail by value. Since 2019, it has demonstrated the fastest growth rate among the top five blended scotch brands in the channel. Industry forecasts suggest the Prestige+ category, defined as products over $200, will lead growth in blended Scotch whisky with an anticipated CAGR of 20.6% from 2023-2028.
The campaign’s digital integration allows for deeper consumer engagement through an interactive experience accessed via QR codes on packaging sleeves and in-store displays. Available in both Simplified Chinese and English, the feature provides users with personalized zodiac predictions for the upcoming year.
“Lunar New Year stands as the pinnacle of emotional and significant gift-giving moments for millions of travelers. They seek out prestigious, credible gifts that resonate with authenticity, enriched by heritage and craft,” says Bacardi Marketing Director Darragh Ryan. “Our latest Dewar’s campaign for The Year of the Snake builds on the success of previous years, allowing us to break into new markets and enhance every dimension of shopper engagement.”
The execution of this multi-market initiative has required extensive coordination with retail partners. Sam Pickard, Regional Director AMEA at Bacardi Global Travel Retail, emphasizes the scale of the opportunity: “As the world’s leading annual migration, Lunar New Year offers an unparalleled chance for travel retail to shine. We set out to seize the moment with a captivating and relevant story-telling campaign delivered with the expertise of multiple retail partners in over 20 locations. We are thrilled with how this approach is captivating, delighting and converting shoppers during this critical retail period.”
The campaign launch follows a successful year for Dewar’s Double Double, which garnered multiple awards in 2024 across major industry competitions including the San Francisco World Spirits Competition, International Whisky Competition and World Whisky Awards. Adding to these accolades, Dewar’s Master Blender Stephanie Macleod maintained her position as World’s Best Master Blender for the sixth consecutive year at the International Whisky Competition 2024.