September 11-15, 2017

Dewar's Unveils New Visual Identity

Dewar's today announced the launch of its new visual identity and bottle design. This major evolution in the storied Scotch founded by John Dewar in 1846 is being supported by a global multimedia campaign rooted in the brand’s authenticity and legendary heritage to take the iconic brand into the future. All brand activity moving forward will be under the banner of "True Scotch Since 1846."

To celebrate True Scotch, the core brand range will be adorned in new packaging that brings to life Dewar's heritage, enabling consumers to hold a piece of the Dewar's story in their hands every time they pick up a bottle.“We are immensely proud of Dewar’s heritage, and the quality and skill that it has embodied for the past 168 years. True Scotch, coupled with the new design, is our way to connect with the past, while embarking on an exhilarating journey into the future,” says John Burke, global category director for Dewar’s. “Our new marketing campaign tells the story of the brand and the exquisite liquid in a real and tangible way, giving every consumer the opportunity to connect with Dewar’s history.”

The Dewar's new look and feel begins with a distinctive shape for each bottle in the range.The labels on the new Dewar's bottles incorporate a wealth of special features to help consumers discover the stories behind the Scotch whisky. In addition, all Dewar's premium and super-premium whiskies carry individual statements of aging and provenance. As a nod to its heritage and craft, each bottle of Dewar's Signature comes with the unique certificate of authenticity, signed by the master blender.

The most distinctive feature of the new Dewar's look is the trefoil Celtic truth knot that has been embossed onto the glass of every bottle.

The new Dewar's visual identity will launch this month in the United Kingdom, Spain and Greece, followed by all other markets, including the United States, Global Travel Retail, Russia, India and Lebanon. It will be incorporated into all point-of-sale and merchandising assets, to strengthen the impact and differentiation of the brand range.

Share this Article: