Dewar’s marks LNY with largest ever seasonal omnichannel campaign

By Faye Bartle |

Dewar's Lunar New Year 2023 campaign.

Dewar’s Lunar New Year campaign is running at 11 locations in Asia Pacific throughout the spring festival period.

To celebrate the Year of the Rabbit, Dewar’s has launched its largest omnichannel campaign to date, featuring the Dewar’s Double Double series – a selection of small batch, prestige, aged blends that are exclusive to global travel retail (GTR).

The decorated blended Scotch Whisky, which is the fifth largest blended Scotch brand in GTR growing at 35% in value YoY (according to figures from IWSR, 2021 vs 2020), credits its prestige variants (including Dewar’s Double Double) with propelling its sprits growth.

The Lunar New Year campaign is running at 11 locations in Asia Pacific throughout the spring festival period, with several stores featuring a new and travel retail exclusive Dewar’s Double Double 20 year old (50cl, RRP US$114.99).

This new variant is crafted from a selection of whiskies aged for at least 20 years.

At 46% ABV, the taste profile features subtle notes of cinnamon, ripe vine fruits and cacao with a silky smooth finish.

The striking pack design features a contemporary illustration of a rabbit and a zodiac wheel featuring all 12 zodiac animals.

Dewar's Lunar New Year 2023 campaign.

The pack design features an illustration of a rabbit and a zodiac wheel featuring all 12 zodiac animals.

“With an upturn in the number of Chinese tourists choosing to celebrate the lunar new year in Hainan, the fortunes of travel retail in China are starting to look much more positive again,” said Gaurav Joshi, Regional Director, Asia Pacific, Bacardi Global Travel Retail.

“In Chinese culture, the rabbit symbolises longevity, peace and prosperity which also bodes well for industry recovery.

“The Dewar’s Double Double omnichannel campaign is progressive and modern, epitomising the trendsetting, individuality and wit of Dewar’s.

“We are already seeing tremendous engagement from whisky taste-makers interacting with the regional campaign in-store in China, Singapore, Taiwan and Malaysia.”

Building on previous successful activations across the Bacardi portfolio and underpinned by Dewar’s ‘Stay Curious’ mantra, the campaign offers a personalised and interactive digital consumer experience.

Dewar's Lunar New Year 2023 campaign.

Consumers are discover their fortune, based upon their Chinese zodiac, by scanning the QR code on the pack.

Consumers are invited to discover their fortune based on their Chinese zodiac by scanning the QR code (designed exclusively for mobile) that is featured on the pack.

Their fortunes for the forthcoming year of the rabbit are available in Simplified Chinese and in English.

Dewar's Lunar New Year 2023 campaign.

The campaign offers a personalised and interactive digital consumer experience.

Branded gondolas and banners make an impact in-store and shoppers can enjoy tasting opportunities of the Double Double range, which has been aged, blended together, aged again, then finished in sherry casks for ultimate smoothness.

For enhanced engagement, the campaign includes several animations published across retailer websites and social platforms.

A pop-up was launched at Sanya InterContinental Hotel to maximise engagement with holiday traffic on the island.

In addition, consumers can engage through the CDFG (China Duty Free Group) e-commerce platform at the pop-up.

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