Dewar's is the world's most awarded Scotch whisky, the number one blended Scotch in the U.S., and the first Scotch to launch a flavoured version, Dewar's Honey Highlander. But sales have been slipping. The Bacardi owned brand's sales fell 3.8% between 2008 and 2012. Sister brand, William Lawson's sales grew 13% across the same period. Diageo's Johnnie Walker grew 9%, and to become the global leader.
The Dewar's bottles had been redesigned in 2010, when all the Dewar's variants, each of which had been created with its own silhouette and design aesthetic, became linked as a family.
Now alcohol brand experts, Stranger & Stranger, have given Dewar's another new look. The global update includes distinctive new shapes for each bottle in the range, new presentation gift boxes, labelling, bespoke typefaces and a new visual identity based on the brand's heritage, craft and Scottish provenance.
The banner, True Scotch Since 1846, now defines the brand and underlines all of its marketing activities.
Emphasis has been placed on 'excellence’ through the use of bold colours, and new stoppers, seals, presentation boxes and labels, as well as bespoke typefaces and a new tone of voice.
Dewar’s Premium and Super Premium whiskies carry additional statements about ageing and provenance.
Each bottle of the ultra-premium Dewar’s Signature is now signed by the hand of the master blender, a reference of the signing of the first ever bottle by John Dewar.
A trefoil Celtic truth knot has been embossed onto the glass of all bottles as a symbol of strength and longevity.
"Working closely throughout with the Dewar's brand team, we went on a journey back to the origins of the brand. The Dewar’s story is such a rich and authentic tapestry it made complete sense for us to incorporate this across all the packs. Using light contemporary touches we've allowed Dewar's to wear its considerable heritage with pride, tell the real story behind this great true scotch and reinvigorate the brand," Ivan Bell, Stranger & Stranger, managing director, commented.
