Issue link: https://digital.copcomm.com/i/21004
COVER STORY Dewar’s White Label is already the number one-selling-scotch in the United States, but that’s not quite enough for Fannie Young, VP of Marketing for Dewar’s at parent company Bacardi U.S.A., Inc.. Young predicts the recent across-the-board revamp of the brand’s packaging will help Dewar’s become the number-one-selling scotch portfolio in the United States. The new look is the eighth change the brand has undergone in its history, which dates back to the mid-19th century. “We wanted to create a family look for Dewar’s,” B Young says of the recent revision, which features stylish, sophisticated labels with a contemporary vibe for all four products in the line: Dewar’s White Label, Dewar’s 12 Year Old, Dewar’s 18 Year Old and Dewar’s Signature. The brand’s newly-minted wave motif, strikingly visible on the bottle and offering a window to the liquid inside, is representative of the well-rounded fl avor of these whiskies, which rolls over the palate. Master Blender Stephanie Macleod—the seventh in the company’s history and the fi rst woman to hold the position—creates a house style denoted by its lovely honey notes. Although the Aberfeldy single malt, from the distillery built by the Dewar family in 1898, is the heart of every Dewar’s expression, each bottle includes up to 40 of Scotland’s fi nest malt and grain whiskies. Clinching the Dewar’s Man To document the updated look, Dewar’s hired rock photographer Danny Clinch—who has shot music icons such as Johnny Cash and Bruce Springsteen but had never done product photogra- phy—to capture the brand’s new image in 800+ photos (including the one on this month’s cover). Not stopping at still photography, Clinch also produced a Dewar’s commer- cial in China, which is now the brand’s fastest-growing market. “Clinch embodies the Dewar’s Man,” says Young; “he lives life on his own terms, shoots it how he sees it and loves music.” The bottles were shot entirely in early morning natural light, with props including amps, guitars and collectible cameras—ideal accoutrements for the Dewar’s Man. The new campaign follows the lead originally set by Tommy Dewar, the The Dewar’s portfolio shines in its new packaging. charismatic son of the founder, who put Dewar’s on the world map through advertising. “The scotch consumer is very image-conscious,” remarks Julious Grant, Senior VP for National Sales at Bacardi U.S.A., Inc., “but the consumer is changing, so it’s no longer purely about traditional advertising; it’s about how to get to that consumer in more experiential and more viral ways.” affi nity’ market,” says Young, “while the 28+ market is strong for White Label.” The brand invests heavily in experiential marketing to reach the Dewar’s dream demographic, with several initiatives being deployed simultaneously, aimed at consumer engagement in different segments of the market. Reaching the sports and gaming crowd, “Dewar’s Rocks” relies on tasting kits and games, as well as a partnership with golf manufac- turer Callaway. “Dewar’s Decision” is a comparison tasting of three 12-year-old scotches, with results logged to a program on the Apple iTouch platform. Findings of the program show Dewar’s 12 is preferred to competitors, while the software captures names and contact information used for future interactions between the brand and consumers. “Dewar’s Discovery” is a program of upscale private events in which a group of approximately 100 Dewar’s fans fi rst engaged The Dewar’s Demographic Target markets for Dewar’s fall into two camps. “The 45+ crowd is the ‘high “The scotch consumer is very image- conscious,” remarks Julious Grant, Senior VP for National Sales at Bacardi U.S.A., Inc., “but the consumer is changing, so it’s no longer purely about traditional advertising.” december 2010 / the tasting panel / 65 rands have personalities. Some are has-beens, some are wannabes, some are pretenders . . . and some are stars. In the scotch category, Dewar’s has become to whisky lovers what Clapton or Paige is to music fans—a real rock star. PHOTO: DANNY CLINCH PHOTO: DANNY CLINCH