New package identity for Dewar’s range

Nicole Mezzasalma

Print Article E-Mail Article E-Mail Author

The Dewar’s blended Scotch whisky range will feature a redesigned packaging from August

Liquor supplier Bacardi Global Travel Retail has announced that the Dewar’s blended Scotch whisky range will feature a redesigned packaging. The new bottles have the brand’s signature D in the Dewar’s font and a contemporary look, which the supplier claims “better emphasizes the artistry and craftsmanship that defines Dewar’s”.

The redesigned package also has John Dewar’s signature, the date the company was founded and gold medallions to represent the awards the brand has gathered. The full portfolio, which includes Dewar’s 12yo, Dewar’s 18yo, Dewar’s White Label and Dewar’s Signature, will be presented in the bottles that share the same identity for the first time in its history.

Dewar’s White Label (pictured) and Dewar’s 12yo will be the first products to feature the redesigned packaging, being introduced in duty-free and travel-retail markets from August to November. Among the retailers to receive the new bottles during the roll-out are World Duty Free shops in the UK, DFS Group outlets in Singapore and Dubai Duty Free.

Bacardi Global Travel Retail global marketing director Trent Russell said: “The updated, modern exterior of Dewar’s fully captures the vigour that defines the brand and its founder Tommy Dewar, a world traveller. In the energetic spirit of Tommy Dewar, the new packaging is launching in travel-retail worldwide, starting with the Americas and Europe.”