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Dewar’s toasts its story in new campaign

Dewar’s Blended Scotch Whisky has launched a new global campaign titled ‘Here’s to the Story’. The campaign is the first step in the brand’s current refresh of its global marketing strategy. 
 
The core message of the new campaign is the value of experiences over possessions in life — Dewar’s says that the ‘Here’s to the Story’ tagline embodies a philosophy that celebrates journeys in life.
 
Misha Semiz, global vice president blended Scotch, Bacardi, said: “At Dewar’s, we believe the richness of life lies in the stories we share and the experiences we treasure. 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... Our aim is to redefine how whisky is perceived, open up new possibilities and invite a broader audience into the world of Scotch.”
 
The campaign debuted with a video featuring master blender Stephanie Macleod and other “creative minds” sharing Dewar’s whisky. The campaign will also feature ads, social media content, and influencer collaborations. 

10 October 2024 - Lucy Schofield