Dewar’s launches Miami airport pop-up

Bacardi-owned Scotch whisky brand Dewar’s has unveiled an immersive pop-up activation in Miami International airport.

The John Dewar & Sons Fine Whisky Emporium features whisky pong games and vapour infusion jars

The John Dewar & Sons Fine Whisky Emporium has taken over the central atrium of Concourse D37 in Miami International Airport as part of a month-long pop-up, which highlights the brand’s ageing and blending processes.

The pop-up, which runs until 12 July, aims to engage millennial consumers and new whisky drinkers with the brand as they travel through the terminal.

Geoff Biggs, regional director Americas for Bacardi Global Travel Retail, said: “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.

“Our partnership with Duty Free Americas is rooted in a shared commitment to bringing excitement and innovation to the whisky category.”

The activation incorporates vapour infusion jars, inviting passengers to come in close and explore the scent profiles of key age variants in the double-aged Dewar’s range. There are also games of whisky pong and the chance to fly off with a temporary tattoo.

Jon Bonchick, director of buying and merchandising for Duty Free Americas Inc, said: “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.”