Dewar’s modernises image with bottle revamps

Dewar’s blended Scotch has unveiled a number of new bottle designs and marketing campaign to “take the brand into the future”.

Supported by the multimedia campaign True Scotch Since 1864 campaign, Dewar’s packaging revamp features a new shape for each bottle in the range.

Said to communicate the “provenance, quality and craft” of the brand, these initiatives will launch in the UK Spain and Greece this month, followed by all other markets.

“We are immensely proud of Dewar’s heritage and the quality and skill it has embodies for the past 168 years,” said John Burke, global category director for Bacardi-owned Dewar’s.

“True Scotch coupled with the new design is our way to connect to the past, while embarking on an exhilarating journey into the future.”

The new bottle designs feature bold colours, stoppers and seals, as well as labels which encorporate “special features” to communicate the heritage of Dewar’s.

Premium and super-premium expressions carry individual statements of age and provenance, while each bottle of Dewar’s Signature will be accompanied by a certificate of authenticity signed by its master blender.

A “trefoil Celtic truth knot” will also be embossed onto every bottle in the brand’s collection featuring interlocking “D’s” that represent the three founders of Dewar’s: John Dewar and his sons, John Alexander Dewar and Tommy Dewar.

Burke added: “Under the banner of True Scotch, the new Dewar’s visual identity is designed to intrigue and engage consumers in the most direct way possible – bringing the values, aspirations and authenticity of this unique whisky to life, while showing how relevant these qualities remain.”