Bacardi-owned blended Scotch brand Dewar’s has released details of its Dewar’s Double Double Lunar New Year activities, which include an engagement campaign across Asia Pacific, Middle East and the UK.
The focus of the campaign is a GTR-exclusive, limited-edition Dewar’s Double Double pack, which celebrates the Year of the Dragon.
Featuring a dragon illustration, the packaging also includes a QR code which leads to a digital consumer experience. Shoppers can discover their unique zodiac fortune for the year ahead in both Chinese and English.
The campaign runs throughout the 40-day Spring Festival period, with in-store activations taking place at key locations.
A central gondola display showcases a simplified version the ancient Chinese art of papercutting, resulting in a 3D skyscape of dragons and clouds.
The Dewar’s Double Double range, which spans 20 Year Old, 26 Year Old and 30 Year Old expressions, is featured as the centrepiece.
All 12 animals of the Chinese zodiac also feature, with customers united to scan a code to learn of their fortune. This then leads to an online Dewar’s universe with information about the creation, taste and heritage of the range.
According to 2023 IWSC data, Dewar’s is the fifth-largest blended Scotch whisky in GTR, with the fastest year-on-year growth among the top five.
Dewar’s Double Double: Marking a ‘significant’ moment
“Lunar New Year 2024 is the most significant date for international travel from and to China since the end of 2019,” said Gaurav Joshi, Regional Director Asia Pacific, Bacardi Global Travel Retail.
“Bacardi is in the business of making moments matter for our consumers – especially during key cultural celebrations like this – and our multi-location campaign is designed to reach Chinese travellers on their journeys and to engage many other nationalities across the world who also enjoy celebrating Lunar New Year.
“With the Civil Aviation Administration of China expecting record numbers of travellers, we are seizing the opportunity of this vital period to drive the whisky category forward and support our retail customers in optimising the occasion, led by Dewar’s.
Ignacio Vazquez, Bacardi GTR Global Head of Marketing, added: “The history of the Chinese zodiac dates back at least 2,000 years as an enduring pivotal element of Chinese New Year celebrations, not only in China but across the globe.
“The limited edition Dewar’s Year of the Dragon presentation, with its interactive zodiac features, makes an entertaining and memorable gift and a commemorative self-treat for whisky lovers.
“That’s why this multi-region activation is not just targeting the key profile of Chinese consumers within China but also engaging them on their travels. It is also designed to engage travellers across North and Southeast Asia as they enjoy the special moments of the festival and its wider cultural appeal.
“Dewar’s was ‘born’ in 1846, under the Year of the Horse, and zodiac profiles often cite that those born in the Year of the Horse are passionate, talented and like to be the centre of attention while making sure everyone around them enjoys their company – an accurate description of the DEWAR’S personality!”
In November, Bacardi GTR unveiled its Diwali Deserves Dewar’s gifting campaign across South Asia, India, Middle East and UK.