Bacardi Global Travel Retail has initiated a new major omnichannel campaign ‘Diwali Deserves Dewar’s’ across 14 airport locations in India, the Middle East, Asia Pacific and Europe.

 

The brand, which is regarded as the world’s most awarded blended Scotch Whisky and the fifth largest blended scotch brand in GTR, growing at 35% in value YoY by International Wine & Spirits Research (IWSR 2021 vs 2020), will feature a range of Dewar’s aged whiskies: Dewar’s 12 Year Old, Dewar’s 15 Year Old and Dewar’s 18 Year Old.

 

Throughout October and November Diwali Deserves Dewar’s will be live at Delhi, Mumbai, Dubai, Bangalore, Hyderabad, Bangkok, Singapore Changi, Kuala Lumpur, Doha, London Heathrow, Bahrain, Muscat, Abu Dhabi, London Heathrow and London Gatwick airports.

 

High profile promotional areas aim to draw passengers into the stores, with digital screens emphasising the double ageing process at the heart of all Dewar’s whiskies.

 

Dewar’s on-shelf presence

On shelf, the brand showcases a limited edition Diwali gift presentation, inspired by traditional Rangoli patterns with a colour palette to appeal to the Diwali shopper.

 

 

Rangoli is an art-form passed down from generation to generation with family heirloom designs that welcome wealth and health into the household.

 

Bacardi highlights that from the point of planning and booking flights, right up to the pre-trip moment, the Diwali consumer is targeted with the Diwali Deserves Dewar’s campaign to ensure Dewar’s ‘stays top of mind’.

 

“Pre-ordering click and collect at airport stores is a key incentive at a time when airports are especially busy with Diwali travellers,” added Bacardi.

 

Strength of Dewar’s age statements play key role, says Bacardi

Alexey Babin, Regional Director, IMEA (India, Middle East & Africa), Bacardi Global Travel Retail (left) said. “Instantly recognisable to the Diwali shopper and synonymous with the season, having these beautiful Rangoli patterns feature on the 2022 limited edition Dewar’s Diwali presentation creates an immediate, evocative connection with travellers as a perfect Diwali gift and, importantly, one that is exclusive to travel retail.

 

“Progressive and open-minded whisky consumers from emerging markets, especially India, are strongly motivated by the craft involved in the significant age statements of the Dewar’s range and by its status as the world’s most awarded blended Scotch Whisky.

 

“Diwali Deserves Dewar’s demonstrates the versatility of Dewar’s in joining with consumers in celebrating moments that matter across the global cultural calendar.

 

“Closely associated with Lakshmi, the goddess of prosperity, and marking the start of the financial year in India, Diwali is the biggest holiday of the year for one of the most significant emerging traveller nationalities.”