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Dewar’s creates CNY campaign in GTR

Bacardi-owned Dewar’s has marked Chinese New Year with a global travel retail (GTR) campaign featuring its Double Double whisky series.

The new Dewar’s GTR campaign marked the Year of the Rabbit

The Scotch whisky brand’s omni-channel campaign, rolled out across 11 locations in the Asia Pacific, marks the Year of the Rabbit. The Double Double series comprises small batch, prestige and aged whiskies exclusive to GTR.

Gaurav Joshi, regional director, Asia Pacific, Bacardi GTR, 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 campaigne will feature personalised and interactive digital consumer experience, allowing consumers to ‘discover their unique fortune’ based on their Chinese zodiac by scanning a QR code displayed on the product pack.

Joshi added: “The Dewar’s Double Double omni-channel 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.”

Several stores featuring the campaign will present the 2o-year-old Double Double whisky, retailing for US$114.99 per 500ml bottle. The campaign will also feature several animations published across retailer websites and social media platforms.

Last year, Dewar’s debuted a 21-year-old rye cask-finished whisky as its first NFT release. The bottling was crafted by master blender Stephanie Macleod, and is part of the brand’s Double Double series.

In 2021, the brand created an eco-friendly metal box for its 12-year-old and 18-year-old blended Scotch whiskies.

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