INTERNATIONAL. Bacardi Global Travel Retail has entered the Year of the Snake with a limited-edition Dewar’s pack, featuring a thematic red-and-gold illustration.
The packaging is available across Dewar’s Double Double whisky series (20, 26 and 30 year olds) and select travel retail-exclusive prestige, aged blends.
Bacardi has introduced this iteration to over 20 key airports across Asia Pacific, Europe and the Middle East.
According to IWSR (May 2024), Dewar’s is the fifth-largest blended Scotch whisky brand in travel retail. Since 2019, it has been the fastest-growing brand in terms of year-on-year value among the top five blended Scotch brands.
The Dewar’s Double Double series and other premium variants have played a key role in the brand’s travel retail growth.
The Prestige plus category (US$200+) is expected to be the fastest-growing segment in blended Scotch whisky, with a projected 20.6% compound annual growth rate from 2023 to 2028 (source: IWSR).
The holiday campaign engages travellers from pre-departure to in-store, highlighting the snake-themed Dewar’s offering.
Featuring red and gold packaging, the campaign includes an interactive digital experience accessible via a QR code on the packaging or in-store display.
Consumers can use it to explore their zodiac fortune for the coming year in Simplified Chinese or English.
Bacardi Global Travel Retail Marketing Director Darragh Ryan said: “Lunar New Year stands as the pinnacle of emotional and significant gift-giving moments for millions of travellers. They seek out prestigious, credible gifts that resonate with authenticity, enriched by heritage and craft.
“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.”
Bacardi Global Travel Retail Regional Director AMEA Sam Pickard commented: “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 storytelling 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.” ✈
