The limited-edition Diwali 2025 collection showcases Dewar’s 15 Year Old, Dewar’s Double Agent 16 Year Old, and Dewar’s 18 Year Old.

To celebrate Diwali 2025, Bacardi Global Travel retail has introduced a new campaign for its Dewar’s limited-edition Diwali collection in over 30 markets.

Inviting whisky lovers to ‘Celebrate With The Most Celebrated’, the call to action highlights Dewar’s status as the world’s most awarded blended Scotch whisky, with over 1,000 international accolades to its name.

The campaign is running across Asia, Europe and the UAE. It incorporates digital airport advertising and in-store engagement elements, including sampling and games.

To coincide with the Festival of Lights, Dewar’s has created a new limited-edition travel retail exclusive series. Targeting the gifting segment, the packaging is illustrated with bright lanterns and colourful flowers – iconic symbols of the season.

Three whiskies are featured: Dewar’s 15 Year Old, Dewar’s Double Agent 16 Year Old, and Dewar’s 18 Year Old. All are double aged for extra smoothness.

Dewar’s aims to leverage Diwali travel uptick

A travel retail-exclusive, Dewar’s Double Agent 16 Year Old offers a layered twist. One half is finished in oloroso sherry casks, bringing rich, sweet notes of fig, raisin and toffee. The other half is finished in smoky Islay whisky casks, to add depth, peat smoke and a subtle maritime character.

Bacardi Global Travel Retail Marketing Director Darragh Ryan commented: “With over one billion people across the world celebrating Diwali, this is a pivotal moment for Dewar’s to connect with the huge Indian diaspora travelling to share exciting, memorable experiences with friends and family.”

The brand’s Diwali 2025 campaign invites whisky lovers to ‘Celebrate With The Most Celebrated’, a reference to Dewar’s status as the world’s most awarded blended Scotch whisky.

The timing of the new launch and campaign is aligned to robust projected growth in travel tied to Diwali. According to leading Indian travel company Thrillophilia’s Festive Travel Pulse 2025, outbound bookings from India have surged +24% year-on-year, with strong demand for short-haul destinations such as Dubai, Singapore, Thailand, Vietnam, Bali and Hong Kong.

Meanwhile, Agoda has reported a +67% rise in inbound travel interest to India, compared with Diwali 2024.

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