Bacardi Global Travel Retail has launched its biggest consumer engagement drive to date with Dewar’s at Dubai International Airport.
The campaign for Dewar’s Double Agent 16 Years Old, the Scotch whisky brand’s latest travel retail-exclusive release, will be running at Dubai Duty Free in six stores and will include almost 60 digital screens positioned throughout the arrivals and departures areas of the airport.
Dubai is the first airport location in the Middle East to showcase the Double Agent 16 Years Old.
Alexey Babin, director IMEA, Bacardi Global Travel Retail, said: “Dewar’s is on a mission to demonstrate its creative flair and excellence in innovation, bringing excitement to the whisky category for new and existing whisky appreciators. Dewar’s Double Agent 16 Year Old has already had a storming start on its launch in other locations, recruiting new whisky appreciators and helping to grow the category further. We are extremely pleased with the reaction it is receiving here in Dubai.”
Targeted airport digital media to connect with consumers is combined with visibility throughout the passenger airport journey, including at baggage arrivals hall and in close proximity to ATMs. There are digital screens on the store façade, while the in-store experience includes a full-height rose-gold gondola display and communicative pack design showcasing the whisky’s flavour profile.
Figures from IWSR show that Dewar’s, the fifth-largest blended Scotch brand in global travel retail, grew by 5 per cent in sales value between 2020 and 2021.
Its Double Agent 16 Years Old, released earlier in 2022, marries liquids finished in sherry and peated whisky casks for a sweet-smoky flavour profile. To create the blend, malt and grain whiskies aged separately for a minimum of 16 years were blended together and aged again. Following this double-ageing process, the whisky was split again, with half finished in Oloroso sherry casks and half in peated Islay whisky casks.