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Dewar's enhance 18YO bottle design

Dewar's enhance 18YO bottle design

Dewar’s has extended the family look for its range of blended Scotch whiskies with the launch of a new design for the premium 18 Year Old

The design, by New York agency Spring Design Partners, develops the expressive ‘wave’ in the bottle, which is a feature of the brand’s White Label and 12 Year Old whiskies. The wave, which is intended to "symbolise the well-rounded flavour of the brand", has been expanded to incorporate the medals that Dewar’s has won in international competition. These medals are embossed into the glass, which is produced in Scotland by O-I.

As with the other Dewar’s whiskies, the wave cuts through the self-adhesive label. The premium nature of the 18 Year Old is conveyed through the embossing, crimson and gold labelling and the use of a natural cork closure.

Scott Gibb, sales manager for O-I in Scotland, says: “The Dewar’s range shows how effectively glass can be utilised in an innovative way to improve brand standout for a family of products attacking a variety of price points and targeted at different audiences. The ‘wave’ has been created without losing any strength from the finished container and creates a natural protection for the embossed medals.”

Packaging suppliers to Dewar's
Self-adhesive labels – Labelgraphics, the
Cork closure – Rankin, the c
Capsules – Ramondin and p
Cartons – Presentation Products
Outer shipper – SAICA
Design – Spring Design Partners
Glass – O-I

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, the top selling Blended Scotch Whisky in the USA, it has expanded its family to create a portfolio of premium & super premium whiskies including Dewar’s 12 Years Old, Dewar’s 18 Years Old & the exclusive Dewar’s Signature. These whiskies are crafted using the Dewar’s double-ageing process. Pioneered by Dewar’s in 1899, it involves returning the hand-crafted blend to vintage oak casks for further maturation. The result is a smoother taste with a long, lingering finish; an extra step that is simply worth doing. A taste that wins medals and applause, making Dewar’s one of Scotland’s most awarded whiskies.

About O-I
Owens-Illinois, Inc. (NYSE: OI) is the world’s largest glass container manufacturer and preferred partner for many of the world’s leading food and beverage brands. With revenues of $6.6 billion in 2010, the company is headquartered in Perrysburg, Ohio, USA, and employs more than 24,000 people at 81 plants in 21 countries. O-I delivers safe, effective and sustainable glass packaging solutions

1 April 2011 - Felicity Murray