ASIA PACIFIC. Bacardi Global Travel Retail has rolled out a campaign celebrating Dewar’s Lunar New Year release and the brand’s 180th anniversary.
The Lunar New Year campaign embodies the Fire Horse’s traits of determination, passion and excellence, aligning with Dewar’s brand ethos.
The Year of the Horse simultaneously marks Dewar’s 180th anniversary, honouring its founding by John Dewar in 1846.
The campaign features high-profile activations at key Asian airports, including Kuala Lumpur, Singapore Changi and Taiwan Taoyuan, complemented by messaging on Dewar’s Double Double packaging in more than 25 markets worldwide.
The initiative is designed to drive brand awareness, strengthen consumer perception and attract new consumers purchasing for both self-consumption and gifting.
Dewar’s milestone anniversary programme is anchored by a travel retail-exclusive, limited-edition Lunar New Year sleeve featured across Dewar’s Double Double range.
Inspired by 180 years of Dewar’s heritage and the Fire Horse, the release showcases a prancing horse with a fiery mane and tail, framed by a bold red-and-gold palette.
Featuring traditional Chinese New Year elements and meticulous detailing, the design embodies a refined festive spirit.
A range of merchandising assets is provided to retailers, including bottle glorifiers, key visuals, posters, gondolas and shelf displays.
Travellers can experience tastings with brand ambassadors and engage with interactive elements such as a flavour wheel, learning about the range’s distinctive four-stage whisky maturation process.
To extend the campaign’s impact, omnichannel touchpoints, including DOOH, in-store digital content and retailer ecommerce platforms, deliver consistent brand messaging and visibility.
Bacardi Global Travel Retail Marketing Director Darragh Ryan said, “2026 is the 180th anniversary of Dewar’s and we are delighted to celebrate this milestone during Lunar New Year with a vibrant campaign across key Asian markets.
“Our enduring dedication to craftsmanship has seen Dewar’s recognised as the World’s Most Awarded Blended Scotch Whisky, making it the ideal choice when bringing loved ones together to celebrate this special occasion and raise a glass to the future.
“With our striking, limited-edition Lunar New Year gift sleeves, premium merchandising and engaging brand experiences, we aim to strengthen the cultural significance of Dewar’s and enhance the impact of the Dewar’s Double Double collection in busy airport locations, driving us forward in our pursuit to establish Dewar’s as one of the top three premium blended whisky brands.”
The Lunar New Year release taps into the key holiday in the Chinese calendar, when 3.78 million outbound trips were recorded in 2025, including more than 900,000 to destinations outside Greater China, according to China Tourism Academy. Travel volumes are expected to remain steady this year. ✈
