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Bacardi Backs Dewar’s With New Multi-Million Dollar Global Campaign

November 24, 2020

Bacardi has unveiled a new global campaign for Dewar’s blended Scotch whisky. Titled “Stay Curious,” the new push includes 30- and 15-second spots running on networks and cable programs, supported by digital and print media. Looking ahead, the Stay Curious platform will “stretch across product innovation, gift packaging, and new cocktail serves coupled with sponsorships, experiential initiatives, and below the line promotions,” Bacardi noted.

The 30-second spot under the Stay Curious banner is set in the 1920s and pays homage to Dewar’s historical role as a sponsor of sports across various countries. It features a Scottish soccer scout’s encounter with American football, emphasizing the unexpected intersection of the two cultures. “A whole world of possibilities opens up when you find the commonalities in the unexpected, allowing empathy and curiosity to create entirely new, innovative drinking and social experiences that can bring people together,” said Brian Cox, vice president of Dewar’s for North America.

In a recent interview with SND, Cox observed, “There is much brighter news for Dewar’s and blends in general, especially standard blends, in the past 12 to 18 months. We’re seeing a new generation slowly but surely enter the category.” He added that these newer consumers are comfortable in the $20-$30 price range that drew them in when they started exploring American whiskey. After a flat performance at just over 1 million cases in the U.S. last year, according to Impact Databank, Dewar’s has grown 9% in IRI channels so far in 2020.—Daniel Marsteller

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