Bacardi’s global travel retail division has released details of the Lunar New Year marketing activation for single malt Dewar’s across a raft of Asian markets.
The scotch whisky brand will offer its Double Double line in limited-edition packaging related to the Year of the Fire Horse, which commences on 17 February. The packs will be available in “key Asian airport hubs”, including Kuala Lumpur, Singapore Changi and Taiwan Taoyuan, until the end of February.
As well as tying in with the Lunar New Year, the move also highlights Dewar’s 180th anniversary – the brand’s founding year, 1846, was also a Fire Horse year.
“With our … Lunar New Year gift sleeves, premium merchandising and engaging brand experiences, we aim to strengthen the cultural significance of Dewar’s and enhance the impact of the Double Double collection in busy airport locations, driving us forward in our pursuit to establish Dewar’s as one of the top three premium blended whisky brands,” said Bacardi’s GTR marketing director, Darragh Ryan.
Earlier this week, Bacardi secured a marketing tie-up in the US for its Patrón tequila mark with next month’s Grammy Awards.
