Beirut, 13th November 2018 – Dewar’s, the pioneer of the double-aged blended Scotch favored by Lebanese whisky lovers, is creating buzz with the launch of its refreshed communication campaign dubbed “Live True”, which challenges the established codes of convention on whisky.
Dewar’s worldwide marketing campaign emphasizes the brand’s belief in doing things twice to make them better, stemming from its pioneering double ageing process that is critical to the creation of the extra smooth scotch that is signature to Dewar’s. The campaign has been rolled out in Lebanon on key communications channels, with a global TV commercial, featuring Scottish actor Iain Glen, well known for his starring role in the Game of Thrones series, serving as the narrator for the advertisement, lending his perfect Scottish accent to the character Neville Neville, whose entire life is dedicated to doing things twice.
With blended Scotch whisky poised for a comeback worldwide, the time is now for Dewar’s, the most award-winning blended Scotch whisky, to capture the attention of whisky appreciators in Lebanon.
Dewar’s strong belief in and craftsmanship of the double ageing process stems from the fact that this unique approach of aging, blending and aging the blended whisky a second time in vintage oak barrels prior to bottling, creates an exceptionally smooth taste for its range of blended scotch malts. A signature innovation by Dewar’s, it was first experimented with in 1899. The result is a smoother taste, with a long, lingering finish, the company claims.
‘Live True’ is a bold statement endorsed by Dewar’s as a brand. Adam Oakley, Global Vice President Dewar’s, commented that “Live True’ is a bold embodiment of Dewar’s as a brand. We stick to our convictions and continue to double-age our whisky because we know it makes for a better, smoother taste. This campaign is just the beginning to robust global efforts to lift the veil off not just Dewar’s, but the Scotch whisky category as a whole, showing the craftsmanship and approachability behind this storied spirit.
With the big festive season closing in, the company will aggressively position its portfolio of products, including Dewar’s 12, Dewar’s 15 and Dewar’s 18 on local shelves.
Check out the new Live True TV spot rolled out worldwide on:
https://www.youtube.com/watch?v=gGSN3ExhE8Q&feature=youtu.be
About Dewar’s
DEWAR’S is famed the world over for quality blended whiskies and a flair for innovative advertising and promotions. Today DEWAR’S is ones of the top 10 Scotch Whisky brands in the world.
It was John Dewar’s dynamic sons, John Alexander and Tommy Dewar, who made DEWAR’S an international success. The brothers also founded the Aberfeldy Distillery in 1898, the physical and spiritual home of DEWAR’S, which to this day produces the Single Malt Whisky that lies at the heart of every DEWAR’S blend. The Double Aging process sets us apart.
Our full bodied Single Malt is renowned for its rich notes of heather and honey, which can be detected throughout our current portfolio of well-balanced blends. This restless pursuit of quality and an obsession with blending excellence still persists. Today the firm is a world leader and DEWAR’S whisky has become the most awarded blended scotch whisky in the world.
About Bacardi Limited
Bacardi Limited, the largest privately held spirits company in the world, produces and markets internationally recognized spirits and wines. The Bacardi Limited brand portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, the world’s best-selling and most-awarded rum, as well as the world’s most-awarded spirit; GREY GOOSE® vodka, the world’s leading super-premium vodka; DEWAR’S® Blended Scotch whisky, the world’s most-awarded blended Scotch; BOMBAY SAPPHIRE® gin, the top-valued and fastest-growing premium gin in the world; MARTINI® vermouth and sparkling wines, the world’s leading vermouth and the world’s favorite Italian sparkling wines; CAZADORES® 100% blue agave tequila, one of the most popular premium tequilas in Mexico and the United States; and other leading and emerging brands including WILLIAM LAWSON’S®, the fastest-growing global Scotch whisky brand; ERISTOFF® vodka, one of the fastest-growing vodka brands in the world; and ST-GERMAIN®, a super-premium elderflower liqueur.
Founded 156 years ago in Santiago de Cuba on February 4, 1862, family-owned Bacardi employs over 6,000 people, manufactures its brands at 27 facilities and sells in more than 150 countries. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. www.BacardiLimited.com
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