Dewar’s is welcoming in the year of the rabbit with its largest multi-channel campaign yet for the Lunar New Year.
The campaign is running at 11 locations in the Asia Pacific region, including in China, Singapore, Malaysia and Taiwan, throughout the spring festival period. It is centred around the travel retail-exclusive Double Double series and will feature a new expression, Dewar’s Double Double 20 Years Old, which is presented in a pack featuring an zodiac-themed illustration.
With the Dewar’s tagline ‘Stay Curious’ in mind, the Lunar New Year campaign will offer an interactive digital experience for consumers. By scanning a QR code on the Double Double 20 Years Old pack, customers can discover predictions for their future based on their Chinese zodiac (given in English and Simplified Chinese). Alongside this interactive experience, the activations will offer tasting opportunities for the Dewar’s Double Double range.
A pop-up has also been launched at Sanya InterContinental Hotel in Hainan, where shoppers can explore the campaign through the China Duty Free Group e-commerce platform.
Gaurav Joshi, Asia Pacific regional director at Bacardi Global Travel Retail, said: “With an upturn in the number of Chinese tourists choosing to celebrate the Lunar New Year in Hainan, the fortunes of travel retail in China are starting to look much more positive again.
“In Chinese culture, the rabbit symbolises longevity, peace and prosperity which also bodes well for industry recovery! The Dewar’s Double Double omnichannel campaign is progressive and modern, epitomising the trendsetting, individuality and wit of Dewar’s We are already seeing tremendous engagement from whisky taste-makers interacting with the regional campaign in-store in China, Singapore, Taiwan and Malaysia.”
The Dewar’s Double Double 20 Years Old (46% ABV) is available with a recommended price of US$114.99 for a 50cl bottle.
Bacardi launched the small-batch Dewar’s Double Double series in 2019. The age-statement blended whiskies are created through a four-stage maturation process. The Double Double 21 Years Old was named World’s Best Blended Whisky at the World Whiskies Awards 2021.