Bacardi has staged a Dewar’s Scotch whisky promotion with
Dubai Duty Free to showcase the launch of its 15yo expression – a newly
released variant, positioned for premium gifting. The travel retail exclusive
presentation comes in an ornately embossed golden gift tin to maximise its
on-shelf appeal.
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| Gilt-edged: Dewar's Gold Rush activation at Dubai Duty Free |
Disruptive in-store activation
Emphasising the association between Dubai and gold, the
Dewar’s Gold Rush promotion seeks to leverage the international appeal of Dewar’s
as the world’s most awarded blended Scotch whisky and as the holder of the
longest royal warrant for blended whisky since the initial award from Queen
Victoria in 1893.
Unable to offer sampling in the Middle East airport, Bacardi
and Dubai Duty Free worked together to create a disruptive in-store activation to attract
attention in Terminal 3 departures and arrivals stores. Reflecting the design of the Dewar’s 15yo gift tin, the
promotion centres on the operator’s central promotional pillar, wrapped in a
metallic gold facing and with enhanced lighting.
Led by brand ambassadors who explain the brand’s heritage,
the promotion rewards all Dewar’s purchases with a scratch card and the chance
to win a valuable measure of gold, with one top prize of a 100g gold bar and 30
bars of 5g. Any spend on Dewar’s over US$95 is further rewarded with a premium
trolley case.
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| Dewar's 15yo blended Scotch whisky comes in an ornately embossed gift tin |
Compelling and interactive with a sense of place
Dubai Duty Free executive vice chairman Colm McLoughlin said:
“At Dubai Duty Free we are always looking to create compelling, interactive
experiences for our consumers to attract attention and ultimately help drive
purchase. Our team has worked closely with Bacardi Global Travel Retail to
develop the business and strengthen brand awareness within our retail
operation. We think this promotion will appeal greatly to our customers and we
look forward to rolling it out.”
Sharon Beecham, manager – purchasing and vendor support at
Dubai Duty Free, added: “It’s fantastic to offer a simple yet exciting
promotion like this with a prize that clearly reflects the association of gold
with Dubai, drawing shopper interest to drive category excitement and
sales. We’ve seen great enthusiasm
amongst our guests, which I’m sure is fuelled by the sense of place the
promotion creates and the appeal of Dewar’s as a discovery brand backed up by
its incredible award-winning status. There’s no doubt this will create a
positive memory of Dubai airport – and that’s the kind of experience we at
Dubai Duty Free are passionate about creating.”
Philippa Coleman, regional manager Middle East & Africa
at Bacardi Global Travel Retail, enthused: “Dewar’s has enormous potential as a
significant driver of value within the Scotch whisky category, tapping into the
growing desire amongst consumers at the second stage of luxury to discover
alternatives to mainstream whiskies. The range offers several powerful purchase
triggers which appeal to this group, especially in the rarity of finding an
aged blend and its unique heritage as the longest held royal warrant for whisky
and its status as the world’s most awarded blended Scotch whisky. Dewar’s 15yo
is a great trade-up proposition, perfect for gifting and as a self-treat.
“We shared a desire with Dubai Duty Free to leverage these
brand values and, working together, we came up with a promotion to harness
desire and drive impulse amongst shoppers. At the heart of the campaign is the
dual appeal of Dewar’s 15yo as a great gift purchase and the opportunity for
the shopper to receive a reward themselves, all wrapped up with the allure of
winning a precious measure of gold.”
Separately, Bacardi reports that a biomass boiler has been installed at John Dewar & Sons' Aberfeldy distillery in Scotland, which is already
achieving a 90% reduction in carbon footprint.
