Currently running, it offers shoppers gifting opportunities across the Dewer’s portfolio of scotch whiskies, including a limited edition gift box.
Diwali is one of the world’s biggest annual celebrations, with a surge of Indian travellers heading into and out of India. It is also important in Dubai, Singapore and Malaysia where there are large Indian populations.
Bacardi GTR says Dewar’s is a key brand for Indian travellers who are “motivated by the discovery of its range of premium age statements, accessibility of the whisky & its status as the world’s most awarded blended Scotch whisky”.
The airport retail locations for this campaign are Bangkok, Delhi, Dubai, Kolkata, Mumbai and Singapore. Presented within the ‘John Dewar & Sons Fine Scotch Whisky Emporium’, the campaign focuses on Dewar’s premium aged blends – 12, 15 and 18 -ear-olds, all of which are available in limited edition Diwali 2017 celebration packs.
Bacardi GTR says a range of tasting techniques including Dewar’s ‘vapour jars’ in several locations “drive penetration into the store, add fun and excitement to the festivities, encouraging shoppers to try Dewar’s and discover the age statement that’s right for them”.
BGTR regional director Asia Pacific, Middle East and Africa, Vinay Golikeri, said: “Building on the success of Chinese New Year in Feb 2017 in Asia Pacific where we tailored our campaign to Chinese travellers, we wanted to create something equally special for the growing surge of Indian travellers, to amplify Diwali in a way that lets them know ‘wherever you are going – whether back home or on holiday - we’re celebrating Diwali with you’.
“Indian travellers represent a significant opportunity, especially in the scotch whisky category and we understand the importance of celebrating & gifting during Diwali. Moving forward, we will continue to be focused on driving category growth with our retail partners and building brand equity with emerging market travelers in the region,” said Golikeri.
