Bacardi Global Travel Retail and DFS Group recently launched a new interpretation of the John Dewar & Sons Fine Whisky Emporium at Singapore Changi Airport.
It was the first launch of the campaign in Asia Pacific, the partners said, and the Emporium was located in the Terminal 2 Wines and Spirits Duplex. The creative was first unveiled at Frankfurt Airport in January.
Timed to include the DFS Whiskey Festival at Changi in June, the two-month activation for John Dewar & Sons Fine Whisky Emporium included Brand Ambassador Euan Auld leading tutored tastings of the Dewar’s Emporium range.
The DFS campaign was inspired by the contrasting passions of the two sons of Dewar’s founder John Dewar, who are credited with making the brand an international success.
Tommy Dewar’s creativity and passion for the emotional thinking behind the brand was brought to life in illuminated vapour jars used in the promotion, according to the partners. Shoppers were invited to sample a range of whiskeys using the jars: Dewar’s 15YO, Aberfeldy 18YO, and The Royal Brackla 12YO.
Dewar’s 18YO featured as the principal visual in the light-boxes above the bar and presented on the bar top, housed within a sculptural display of distillery-quality copper piping that was said to epitomise the influence of John Alexander Dewar’s “rational influence on the Dewar’s brand, his passion for over-engineered quality and the early introduction of the brand’s double-ageing”.
“It’s exciting to be one of the first markets to launch this new interpretation which engages shoppers with the whisky category in a radically new and intriguing way,” said Bacardi Global Travel Retail Regional Director, Asia Pacific & Middle East Africa Vinay Golikeri. “Changi is a key airport for us to reach Millennials and stage 2 luxury shoppers in the region. We are introducing them to the originality and fun of the Dewar’S family and delivering penetration and trade-up as they explore the versatility of the range.”
DFS Group Senior Vice President for Spirits, Wine, Tobacco, Food and Gifts Brooke Supernaw commented: “We’re proud to partner with Dewar’S to enhance our in-store experience at DFS, Singapore Changi Airport and bring travellers John Dewar & Sons Fine Whisky Emporium exclusively in Asia.”