Bacardi has readied global travel retail-exclusive packaging and a marketing campaign for its blended scotch whisky brand Dewar’s in anticipation of Diwali.
The ‘Celebrate With The Most Celebrated’ push consists of limited-edition packaging and activations in airports across Asia, Europe and the United Arab Emirates, along with channel-exclusive releases of Dewar’s 15-Year-Old, Double Agent 16-Year-Old and 18-Year-Old iterations. Bacardi added that the initiative will be present in “over 30 markets”.
The limited-edition range (above) features collectible packaging inspired by Diwali, with designs incorporating lanterns and floral motifs. In-store activations and digital advertising will run across “key airports”, with tastings and interactive games aimed at travellers during the festival period.
Last month, Bacardi announced a pair of senior internal promotions in its ‘people’ and supply chain departments.
