RAISE A GLASS TO ENRICHING DISCOVERIES: DEWAR'S® UNVEILS NEW "HERE'S TO THE STORY" GLOBAL BRAND CAMPAIGN

CELEBRATING 180 YEARS OF PIONEERING EXCELLENCE, THE WORLD'S MOST AWARDED BLENDED SCOTCH WHISKY HIGHLIGHTS THE DISCOVERIES AND STORIES THAT ENRICH LIFE

HAMILTON, Bermuda, Oct. 8, 2024 /PRNewswire/ -- DEWAR'S® Blended Scotch Whisky has unveiled its latest global campaign, "Here's to the Story" – a reimagined brand platform celebrating the near 180-year legacy of the brand's pioneering spirit and its commitment to inspiring life's most enriching discoveries.

"Here's to the Story" marks the beginning of a wider reimagining for DEWAR'S as the brand refreshes its global marketing strategy, backed by its storied history and the pivotal role the brand has played in popularizing Scotch Whisky around the world. Crafted for those who are thirsty for enriching experiences, this campaign reaffirms the brand's position as the ultimate companion for life explorers.

At the heart of this new brand platform is the conviction that life's true value lies not in material possessions but in the experiences we gather, the people we encounter, and the stories we cherish. DEWAR'S recognizes that every interaction adds a unique chapter to our life's narrative, filled with unexpected twists and unforgettable moments. "Here's to the Story" is more than just a tagline—it's a philosophy that celebrates the richness of life's journey, best savored with a glass of DEWAR'S, the world's most awarded blended Scotch whisky, in hand.

"The "Here's to the Story" campaign is a tribute to DEWAR'S tradition of exceptional craftsmanship and the novel characters and stories that have shaped the brand over the centuries. Our whisky has always been more than a drink, it's a celebratory symbol of life's greatest moments and the shared stories that define them," said Laila Mignoni, Global Vice President, Creative Excellence, Bacardi. "This campaign is an invitation to our consumers to take a seat at the table and toast to the stories that make life truly fulfilling."

As part of the campaign's debut, DEWAR'S is launching a bespoke video that captures the essence of "Here's to the Story". The ad features a long table surrounded by various storytellers such as Master Blender, Stephanie Macleod, famed Spanish photographer, Eugenio Recuenco, and other inspiring creative minds—passing a dram of whisky amongst each other.

"At DEWAR'S, we believe the richness of life lies in the stories we share and the experiences we treasure," said Misha Semiz, Global Vice President Blended Scotch, Bacardi. "Far from a one-off advertising campaign, 'Here's to the Story' marks the beginning of a new brand belief and an ongoing thread for DEWAR'S. It represents a renewed vision and the start of a new chapter in our journey, which includes product and visual world updates to elevate DEWAR'S into the premium-plus space. Our aim is to redefine how whisky is perceived, open up new possibilities and invite a broader audience into the world of Scotch. It's a tribute to the intelligent, witty, and sophisticated moments and people that make life extraordinary."

DEWAR'S is embarking on an exciting new chapter defined by innovation, cultural resonance, and a deeper connection with today's whisky enthusiasts. This evolution comes at a time of tremendous opportunity, with expectations for the super premium+ whisky segments to continue outpacing the wider category. DEWAR'S is well-positioned to capitalize on this growth, with its award-winning Double Double range and a refined brand strategy to solidify its presence in the premium+ space.

DEWAR'S is the most awarded Blended Scotch, with numerous awards for the brand's Double Double range of 21 year and older expressions, which exemplify the expertise of its whisky-makers, headed up by acclaimed Master Blender Stephanie Macleod, six-time winner of Master Blender of the Year by the International Whisky Competition (IWC).

The integrated campaign will roll out globally, featuring cinematic ads, social media content, and collaborations with renowned creators who embody the curious, witty, and sophisticated spirit of life exploration. DEWAR'S will also engage with like-minded world travelers and influencers across social media platforms, creating a vibrant community of storytellers.

ENJOY RESPONSIBLY
©2024. DEWAR'S AND ITS TRADE DRESS ARE TRADEMARKS.

About DEWAR'S
Founded in 1846 by John Dewar, DEWAR'S® has grown from a small wine and spirits merchant shop in Scotland, to one of the largest Scotch whisky brands in the world. Best known for its iconic DEWAR'S WHITE LABEL, it has expanded its family to create a portfolio of premium and super premium whiskies including DEWAR'S 12-Year-Old, DEWAR'S 15-Year-Old, DEWAR'S 18-Year-Old, DEWAR'S Double Double Series. DEWAR'S Caribbean Smooth and the exclusive DEWAR'S 25. These whiskies are crafted using the DEWAR'S oak marrying ageing process, which involves returning the hand-crafted blend to vintage oak casks for further maturation. The result is a smoother taste with a long, lingering finish; a taste that wins medals and applause, making DEWAR'S the world's most awarded blended Scotch. The DEWAR'S brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.

About Bacardi Limited
Bacardi Limited, the world's largest privately held international spirits company, produces, markets, and distributes spirits and wines. The Bacardi Limited portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, PATRÓN® tequila, GREY GOOSE® vodka, DEWAR'S® Blended Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling wines, CAZADORES® 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON'S® Scotch whisky, D'USSÉ® Cognac, ANGEL'S ENVY® American straight whiskey, and ST-GERMAIN® elderflower liqueur. Founded more than 162 years ago in Santiago de Cuba, family-owned Bacardi Limited currently employs approximately 9,000, operates production facilities in 11 countries and territories, and sells its brands in more than 160 markets. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. Visit http://www.bacardilimited.com or follow us on LinkedIn, Instagram or Twitter.

Media Contact:
Shaun McKinley
Nike Communication
[email protected] 

SOURCE DEWAR'S