In a global exclusive launch, Dewar’s Double Double, a new whisky innovation with a four-stage ageing process, has made its debut with DFS at Singapore Changi Airport.
The new series of blended Scotch whiskies is available with DFS, supported by a communications campaign running on the world-leading travel retailer's digital platforms.
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| The Dewar’s Double Double whisky promotion at Singapore Changi Airport |
The inspiration for the innovation is rooted in the skill of Dewar's Master Blenders past and present. After he pioneered double-ageing in 1881, the first Dewar’s master blender, AJ Cameron, spent the next 20 years trying to create an even smoother whisky, adding further steps to the ageing process in 1901.
Almost 120 years later, inspired by AJ’s “ultimate” 1901 process, Stephanie Macleod, Dewar’s seventh Master Blender, is now releasing the Double Double series – a range of blended 21yo, 27yo and 32yo whiskies aged four times for ultimate smoothness. The packaging features a distinctive four-point star bottle housed in a fresh, contemporary white presentation box.
Dewar’s Double Double 21yo (46%abv, 50cl, price: $90) is finished in Oloroso sherry casks, delivering subtle notes of cinnamon and ripe vine fruits. The 27yo (46%abv, 50cl, price: $160) is finished in Palo Cortado sherry casks, delivering heady, aromatic, floral notes with honeyed fruits and suble spice. The 32yo (46%abv, 50cl, price: $250) is finished in Pedro Ximenez sherry casks, bringing rich, ripe treacle notes with a hint of smokiness.
Explaining the strategy behind this new innovation, Julie Witherden, Marketing Director Bacardi Global Travel Retail, said: “Over the past five years, Bacardi has brought an incredible pipeline of whisky innovation into global travel retail. The channel has a vibrant mix of consumers from emerging markets at the second stage of luxury who actively seek new discoveries, especially in aged whisky. This new wave, combined with the specialist whisky status of travel retail among established connoisseurs and collectors, makes this an important strategic market for Bacardi. For these reasons, we knew Dewar’s Double Double had to launch in global travel retail first.”
“Given the demographic of whisky connoisseurs and our well-versed shoppers in Singapore, whisky is a popular category sold at DFS, Singapore Changi Airport,” said Brooke Supernaw, Senior Vice President Spirits, Wine, Tobacco, Food and Gifts, DFS Group. “The partnership between Bacardi Global Travel and DFS is a true collaboration – where we delight our discerning travelers the highest calibre of aged whisky and innovation.”
