Dewar’s in Dubai Gold Rush promotion

Bacardi Global Travel Retail has activated a promotion with Dubai Duty Free (DDF) to showcase Dewar’s 15 year old – a newly released variant packaged in a travel retail exclusive presentation metal box with high deep micro-embossing designed by Stranger and Stranger for premium gifting. 

Emphasising the association between Dubai and gold, the Dewar’s Gold Rush promotion leverages the international appeal of Dewar’s as the world’s most awarded blended Scotch whisky and as the holder of the longest royal warrant for blended whisky since the initial award from Queen Victoria in 1893.

With the challenge of engaging whisky shoppers without sampling, Bacardi and DDF worked together to create a disruptive in-store solution to attract attention and incite shopper interaction in this exceptionally busy retail environment of Terminal 3 (departures and arrivals stores).

Reflecting the design of the Dewar’s 15 YO gift tin, the promotion is housed around DDF’s central promotional pillar, wrapped for the occasion in a metallic gold facing and with enhanced lighting to provide a premium golden aspect.  Dewar’s 15 YO occupies the principal merchandising line of sight with Dewar’s Signature and Dewar’s 18YO positioned above on the top shelf and Dewar’s 12YO and Dewar’s White Label below.

Led by on-site brand ambassadors who explain the heritage story of Dewar’s, the promotion mechanic rewards all purchases with a scratch card and the chance to win a valuable measure of gold, with one top prize of a 100g gold bar and 30 bars of 5g.  Any spend on Dewar’s over US$95 is further rewarded with a premium trolley case.

Philippa Coleman, regional manager Middle East & Africa, Bacardi GTR comments: “Dewar’s has enormous potential as a significant driver of value within the Scotch whisky category, tapping in to the growing desire amongst consumers at the second stage of luxury to discover alternatives to mainstream whiskies.  The range offers several powerful purchase triggers, which appeal to this group especially in the rarity of finding an aged blend and its unique heritage.

“We shared a desire with Dubai Duty Free to leverage these brand values and, working together, we came up with a promotion to harness desire and drive impulse amongst shoppers.  At the heart of the campaign is the dual appeal of Dewar’s 15YO as a great gift purchase and the opportunity for the shopper to receive a reward themselves, all wrapped up with the allure of winning a precious measure of gold.”

DDF executive vice chairman, Colm McLoughlin says: “We are always looking to create compelling, interactive experiences for our consumers to attract attention and ultimately help drive purchase. Our team has worked closely with Bacardi Global Travel Retail to develop the business and strengthen brand awareness within our retail operation. We think this promotion will appeal greatly to our customers and we look forward to rolling it out.”

The metal gift box was manufactured by Virojanglor, France.

3 August 2015 - Felicity Murray The Drinks Report, editor