The campaign celebrates LNY and the Dewar’s brand’s 180th anniversary.

Bacardi Global Travel Retail (GTR) has launched a multi-market Lunar New Year activation for Dewar’s, marking both the 2026 Year of the Fire Horse – and the brand’s 180th anniversary.  The brand’s founding year, 1846, was also a Fire Horse year.

The campaign is now running on-pack on the Dewar’s Double Double range across more than 25 markets globally. High-profile activations during January and February at key Asian airport hubs include Kuala Lumpur, Singapore Changi and Taiwan Taoyuan.

A key feature is the travel-exclusive, limited-edition Lunar New Year sleeve, which is being showcased across the Dewar’s Double Double range. Drawing on the brand’s 180-year heritage and its Fire Horse association, the design – inspired by traditional Chinese New Year motifs – features a prancing horse with a fiery, flowing mane and tail, set against a striking red and gold palette.

Associated merchandising assets include bottle glorifiers, key visuals, posters, gondolas and shelf displays, all designed to reinforce Dewar’s prestige credentials and encourage trade-up purchases.

The LNY campaign is being supported by activations at key Asian airport hubs including Singapore Changi, Taiwan Taoyuan and Kuala Lumpur (pictured).

In addition to these physical elements, the campaign incorporates sampling programmes, retail ambassador advocacy and an interactive ‘flavour wheel’, which highlights the four-stage whisky maturation process behind the Dewar’s Double Double range.

Omnichannel assets, including digital out-of-home advertising, in-store digital content and retailer e-commerce platforms, aim to deliver consistent brand messaging and enhance campaign visibility.

Bacardi GTR Marketing Director Darragh Ryan commented: “2026 is the 180th anniversary of Dewar’s and we are delighted to celebrate this significant milestone during Lunar New Year with a vibrant campaign across key Asian markets.

A key feature of the campaign is the travel-exclusive, limited-edition Lunar New Year sleeve, showcased across the Dewar’s Double Double range.

“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 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 Chinese Lunar New Year holiday remains the pre-eminent gifting opportunity in travel retail. In February 2025, the China Tourism Academy reported that around 3.78m outbound trips were made over the holiday period in 2025, of which over 900,000 were to destinations outside Greater China. Travel for the 2026 period is expected to be at a similar level.

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