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December 2010

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The Rock Star of Scotch

By: Anthony Dias Blue

WITH A LOOK REVAMPED TO MATCH ITS ICONIC TASTE PROFILE, PREMIUM BLENDED CATEGORY LEADER DEWAR’S IS A BRAND ON THE RUN

Brands 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.

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 created a family look for Dewar’s,” 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 flavor of these whiskies, which rolls over the palate.



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