INDIA. Bacardi Global Travel Retail (GTR) has rolled out a campaign highlighting Dewar’s Diwali range, celebrating the Festival of Lights across key airports in Asia, UAE and Europe.
Following last year’s successful Diwali release, the 2025 edition is promoted through digital airport advertising and in-store engagement, including sampling and games.
Promoted across more than 30 markets, the campaign invites whisky enthusiasts to ‘Celebrate with the Most Celebrated’, spotlighting Dewar’s as the World’s Most Awarded Blended Scotch Whisky with over 1,000 awards, created with six-time Master Blender Stephanie Macleod.
Targeting the premium Diwali gifting segment, Dewar’s limited-edition expression comes in packaging adorned with traditional lantern and flower motifs to boost its gifting appeal.
Marking this all-important Indian festival, the 2025 limited-edition range offers Dewar’s fans collectible bottles of 15 Year Old, Double Agent 16 Year Old and 18 Year Old.
Each expression is double-aged for extra smoothness, in line with Dewar’s established production methods, delivering refined flavour profiles.
A travel retail exclusive, the Double Agent 16 Year Old is double-aged for extra smoothness. Half is finished in oloroso sherry casks, imparting fig, raisin and toffee notes, while the other half rests in smoky Islay casks, adding subtle peat and maritime character. The reunited blend is described as mellow and approachable.
Bacardi Global Travel Retail Marketing Director Darragh Ryan said, “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 travelling to share exciting, memorable experiences with friends and family.”
The release taps into the expected surge in travel to and from India during this year’s Diwali season. Leading Indian travel company Thrillophilia cites a +24% year-on-year increase in outbound bookings, with Dubai, Singapore, Thailand, Vietnam, Bali and Hong Kong as the top regional destinations, according to its Festive Travel Pulse 2025.
Meanwhile, Agoda has reported a +67% increase in inbound travel interest from overseas markets, compared to 2024. ✈
