The John Dewar & Sons Fine Whisky Emporium has taken over the central atrium of Concourse D37 at Miami International airport in a month-long pop-up campaign, until 12 July.

The campaign is also highlighted at two Duty Free Americas (DFA) stores running along the mile-long terminal, home to British Airways and to American Airlines’ domestic and international flights.

Emblazoned with the words, ‘Dewar’s – Double aged for extra smoothness’, the installation aims to spotlight the unique ageing and blending process of the blended Scotch.

Featuring props which help to explain the double-ageing process, the pop-up ‘disrupts the passenger journey’ through the terminal, ‘engaging millennial consumers and new whisky drinkers with the quality and craft of Dewar’s’ says brandowner, Bacardi Global Travel Retail.

‘QUALITY AND REFINEMENT’

“The campaign epitomizes the company’s whisky strategy across the Americas,” says Geoff Biggs, Regional Director Americas, Bacardi Global Travel Retail. “With a diverse portfolio of 100% aged stock across all single malts and Dewar’s blends, Bacardi is firmly committed to offering whisky consumers the quality and refinement that comes with age.

Digital and social media was a big focus for the Miami Dewar’s campaign.

“As consumers in many Latin American and Caribbean markets become more knowledgeable in their whisky choices, they are increasingly opting for the intrinsic benefits of age, resulting in unprecedented double-digit growth for Dewar’s – led by Dewar’s 15 Years Old – and significant increase in demand for our portfolio of five single malt brands.

“At Miami International Airport, we are keen to build on that regional success and leverage the incremental impact of an amazing shopper engagement campaign. Thanks to the outstanding work of our Advocacy team and many creative touches, we are bringing the Dewar’s personality to life in new, unusual and memorable ways.

The unique Dewar’s pop-up has seen sales increase.

“Our partnership with Duty Free Americas is rooted in a shared commitment to bringing excitement and innovation to the whisky category.  We are convinced that the most powerful purchase motivator is the discovery of something new combined with the confidence of great quality.”

Jon Bonchick, Director of Buying and Merchandising, Duty Free Americas Inc adds: “We are always excited by opportunities to innovate the retail experience for DFA customers and this Dewar’s campaign ticks all the boxes.

“It is immensely creative in bringing something genuinely new to how shoppers explore the whisky category and is delivering very positive results in foot traffic and increasing sales.”

The new Dewar’s installation is certainly prominent at Miami Airport.