Dewar’s Unveils New Global Campaign “Here’s to the Story”

Bacardi Ltd blended Scotch whisky brand Dewar’s has debuted its latest global campaign, “Here’s to the Story.” Intended to highlight the nearly 180-year legacy of Dewar’s, the campaign includes cinematic ads featuring master blender Stephanie Macleod and Spanish photographer Eugenio Recuenco among other creatives.

“’Here’s to the Story’ marks the beginning of a new brand belief and an ongoing thread for Dewar’s,” said Misha Semiz, global vice president, Blended Scotch, at Bacardi. “It represents a renewed vision and the start of a new chapter in our journey, which includes product and visual world updates to elevate Dewar’s into the premium-plus space. Our aim is to redefine how whisky is perceived, open up new possibilities, and invite a broader audience into the world of Scotch.”

According to Impact Databank, Dewar’s ranks second among all blended Scotch brands in the U.S. at 870,000 cases, out of global volume of 3.3 million cases.—Daniel Marsteller

Tagged : Bacardi, Dewar's

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