MIDDLE EAST. Bacardi Global Travel Retail Division and its Middle Eastern partners have teamed up to launch a consumer engagement programme for Dewar’s in key airport retail outlets in Dubai, Abu Dhabi, Qatar, Bahrain, Oman, and Beirut.
Rolled out from July through October 2010, the activations included the second annual Dewar’s Gold Rush promotional contest, the launch of Dewar’s 12yo and training with Dewar’s Global Ambassador Ewan Gunn.
“The Middle East continues to be an important market for Dewar’s and we are constantly looking for ways to help create a memorable airport experience for our consumers,” said Bacardi Global Travel Retail Division – Middle East, Africa and Greece Erwin van Outheusden.
“Through strategic brand promotions, we’ve been able to foster relationships with existing Dewar’s consumers and introduce new consumers to Dewar’s, helping to build consumer loyalty,” he added.
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“The Middle East continues to be an important market for Dewar’s and we are constantly looking for ways to create a memorable experience for our consumers,” says Bacardi Global Travel Retail Division – Middle East, Africa and Greece Erwin van Outheusden (centre), pictured with Glenn Morgan (right) and James McLean of Abu Dhabi Airports Company |
Dewar’s Gold Rush promotion
The Dewar’s Gold Rush promotion was conceived to increase category footfall and provide an interactive experience for consumers, Bacardi said. Initially planned for Dubai, Oman, Qatar, Abu Dhabi and Bahrain, the promotion expanded to offer one grand prize in Beirut following the success of the Dewar’s 12yo launch.
From July through August 2010, consumers who purchased three bottles of Dewar’s 12yo were offered a scratch card for an instant win prize of a bottle of Dewar’s 12yo (35.7cl valued at US$15), a one gram gold coin (valued at US$37) or a Nokia mobile phone (valued at US$60).
All participants were entered in a grand prize draw to win a trip to the home of Dewar’s 12yo in Aberfeldy, Scotland. Two trips were offered in Dubai, and one in each of the other airports participating in the programme.
To support the programme and encourage consumer trial and purchase, a sampling programme was executed. In Dubai Duty Free, Gunn presented the first new bottle of Dewar’s 12yo to Dubai Duty Free Deputy Managing Director George Horan.
Horan said: “We are always looking to create compelling, interactive experiences for our consumers to attract attention and ultimately help drive purchase.
“For the second year in a row, the Dewar’s Gold Rush programme created excitement at the airport through the eye-catching display and sampling experience. The chance to win instant prizes – and the incredible grand prize of a trip to Dewar’s home – was very appealing to consumers and we are looking forward to building upon this success year after year with Dewar’s.”
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Dewar’s Global Ambassador Ewan Gunn (right) presenting the first new bottle of Dewar’s 12yo to Dubai Duty Free Deputy Managing Director George Horan |
Abu Dhabi Airports Company Head of Retail & Financial Concessions James McLean said: “We welcome once again an initiative from Bacardi Global Travel Retail to drive added value through incentivising and rewarding our passengers with this great promotion on Dewar’s.
“It truly is a case of “˜everyone is a winner’ from the airport authority, to retailer, to supplier and most importantly, the consumer. We look forward to more added value concepts and initiatives at Abu Dhabi International Airport.”
Qatar Duty Free Senior Vice President Keith Hunter said: “The Dewar’s Gold Rush promotion was yet again an exceptional experience for our customers in Qatar Duty Free. This promotion succeeded in attracting new as well as existing loyal consumers of Dewar’s. Expecting success, we made sure that this promotion was well advertised throughout the shop floor locations with appropriate signage, flyers etc, in addition to strong merchandising.
“During the two-month period, the sales figures showed over +800% increase compared to previous months, which was very interesting. I am pleased with all the efforts and dedication of our team and thank our friends at Dewar’s for putting together yet another successful promotion this year.”
Bahrain Duty Free General Manager Steve O’ Connor commented: “Consumers at Bahrain Duty Free enjoyed this interactive experience of the Dewar’s Gold Rush promotion. The premium displays attracted consumer attention and the unique prizes of the contest helped secure consumer interest.
“The promotion was very well-executed and a success in generating excitement with existing Dewar’s consumers and encouraging purchase with new Dewar’s consumers.”
The promotion and contest saw sales indexes of +739% over the 2009 campaign.
Dewar’s 12yo launch at Beirut Duty Free
To support the launch of the new Dewar’s 12yo bottle design at Beirut Duty Free, consumers were offered a gwp Dewar’s trolley for the purchase of one bottle of Dewar’s 12yo and one bottle of Dewar’s 18yo from 15-30 October. In addition, consumers had the opportunity to sample the 12yo.
Sales increased as a result with Dewar’s 12yo indexing at +50% and Dewar’s 18yo at +536% over last year.
Training with Dewar’s Global Ambassador Ewan Gunn
With a commitment to growing Dewar’s in the Middle East travel retail markets, Dewar’s has also launched an ongoing training programme with Dubai Duty Free, Middle East Airlines and Beirut Duty Free.
Conducted once or twice a year with the selected organisations, these sessions are hosted by Dewar’s Global Ambassador Ewan Gunn and consist of a Scotch production tutorial as well as a Dewar’s comparison tasting.
“Training provides Dewar’s with a unique opportunity to create brand advocates in each of our core markets,” said van Outheusden. “As the Scotch market continues to grow in the Middle East, we want to ensure that our key partners are equipped with the tools and information they need to drive sales in their outlets.”
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