Bacardi has commenced a Global Travel Retail activation for the Double Agent expression of its Dewar’s blended Scotch whisky brand.
The campaign, announced this week, is described by the group as the “biggest consumer engagement drive” from its GTR division at Dubai International Airport. Featuring around 60 digital screens around the airport, the push “follows the passenger journey across all terminals in arrivals and departures”.
Financial details were not disclosed.
Released earlier this year, Dewar’s Double Agent 16 Year Old will also be the subject of branded displays in six retail outlets around the site. The whisky, which is matured for 16 years and then separated into two batches – one finished in ex-Oloroso Sherry casks, the other destined for casks previously used on Islay – carries an SRP of US$70 per 1-litre bottle.
Earlier this week, Bacardi relaunched the 12-year-old version of Dewar’s in the US.
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