Bacardi and Eurotrade activate Dewar’s Double Agent 16yr launch in Munich

By Charlotte Turner |

Dewar’s Double Agent 16 Year Old in Munich. Bacardi Global Travel Retail has partnered with Munich Airport retail subsidiary, Eurotrade, for the launch of Dewar’s Double Agent 16 Year Old during a period of peak traffic which coincides with the extended Oktoberfest season in Germany.


According to analysts at respected drinks publication and research firm, IWSR, Dewar’s is the world’s most awarded blended Scotch Whisky and the fifth largest blended scotch brand in GTR, growing at 35% in value YoY (2021 vs 2020).


Sam Pickard, Director Europe, Bacardi Global Travel Retail said: “Dewar’s is on a mission to disrupt and bring excitement to the whisky category for new and existing whisky appreciators.


“We want to make moments matter for our consumers with innovation across our portfolio and also in the quality of the experiences and discoveries they can enjoy on their travels.

Sam Pickard, Director Europe, Bacardi Global Travel Retail.

Sam Pickard, Director Europe, Bacardi Global Travel Retail.

“Helping consumers celebrate the Oktoberfest season at Munich has been a perfect opportunity for us to give Dewar’s Double Agent 16 Year Old a strong start for its launch in the German market and to international passengers travelling through Munich airport.”


Eurotrade Director Purchasing & Category Management at Munich, Nils Schirmer added. “We want passengers traveling through Munich Airport to know they will always find fantastic retail experiences and great product discoveries.


“This collaboration with Bacardi Global Travel Retail has been very successful.”


First launched in Global Travel Retail earlier in 2022 Dewar’s Double Agent 16 Year Old is central to the ongoing mission from Dewar’s to ‘disrupt’ the blended malts category, said Bacardi.


Dewar’s Double Agent 16 Year Old brings together a duo of casks, in Jerez Sherry and Islay Malt Whisky, to create both sweet and smoky flavour profiles in one.


“This pairing enhances and amplifies the flavours of dried fruit, citrus, smoke and black pepper, balancing the two bold casks finishes to create the perfect harmony of one blend,” said Bacardi GTR.


Selected malt whiskies and finest grain whiskies are aged separately in oak casks for a minimum of 16 years.


Dewar’s Double Agent 16 Year Old in Munich.

Dewar’s Double Agent 16 Year Old in Munich.

Following maturation, the whiskies are blended together and aged once again in oak casks. On completion of the signature Dewar’s double aging process, the liquid is separated into two batches.


One batch is then finished in sweet Oloroso sherry casks and the other in smoky, peaty Islay casks.


The final stage incorporates bringing these two liquids together, to create two interpretations, depending on the palette.


At Eurotrade’s My Duty Free store, Dewar’s Double Agent 16 Years Old, 40% ABV, 100cl is listed for a price of US$70.

Middle East

MEADFA Conference 2024 ‘heading to Abu Dhabi on 17-19 November’

This year’s Middle East & Africa Duty Free Association (MEADFA) Conference will take...


DFWC Q1 2024 KPI Monitor indicates rise in duty free impulse purchases

Impulse purchasing within global duty free is on the rise, according to the latest Duty Free...

Asia & Pacific

Avolta details “bold and ambitious” goals to grow its APAC business

With a number of key developments coming to fruition, including its operations at Wuhan Tianhe...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend