The Dewar's Blended Scotch Whisky Portfolio Launches Unified Look
In August 2010, Dewar's Blended Scotch Whisky, the fastest-growing Scotch in travel retail, will launch a vibrant package re-design. The new bottle design provides a literal window into the superior liquid inside, while the wave motif echoes both the welcoming splash of a Dewar's dram and the signature “D” in the Dewar's font. While the bottles contain the same great blended Scotch whiskies, the new design better emphasizes the artistry and craftsmanship that defines Dewar's. While modern, the package also refers to the brand’s storied history through John Dewar’s signature, the date the company was founded, and gold medallions representing the brand’s numerous awards to date.
Finally, the vibrant color palette draws consumer attention and visually links the portfolio. As the Dewar's collection expanded throughout the brand’s history to include Dewar's White Label, Dewar's 12 Year Old, Dewar's 18 Year Old, and Dewar's Signature, each was created with its own silhouette and design aesthetic. With the redesign of the entire DEWAR’S portfolio, the products now appear as a tight-knit family for the first time in the brand’s history.
Dewar's 12 and Dewar's White Label will be the first to hit key markets from August through November, which include the UK with World Duty Free, Singapore with DFS Group Limited, the Middle East with Dubai Duty Free, the Americas, France, Germany, and Malaysia.