DEWAR'S BLENDED SCOTCH WHISKY® Doubles Down on its 'Live True' Anthem with $15M Global Advertising and Marketing Campaign

DEWAR’S® DOUBLES DOWN ON ITS ‘LIVE TRUE’ ANTHEM WITH $15M GLOBAL ADVERTISING AND MARKETING CAMPAIGN

Debuting Across Six Countries, including the United States, “Live True” Highlights the Brand’s Double-Ageing Process and Extra Smooth Whisky

Multi-Channel Effort Features New TV Spot with Scottish Actor Iain Glen

HAMILTON, BERMUDA, October 22, 2018 -- DEWAR’S Blended Scotch whisky announced today the launch of a $15M global marketing push around its “Live True” campaign, which magnifies the brand’s obsession with doing things twice to make them better as a nod to its double-aging process. Running through end of 2019, the multi-market effort features a new TV anthem with Scottish actor Iain Glen, as well as print, digital/social and out-of-home (OOH) executions. “Live True” will debut in the U.S., before rolling out across Spain, Puerto Rico, the Dominican Republic and Lebanon, amongst other countries. The campaign re-launch kicks off the brand’s larger strategy to fuel growth across its entire portfolio, with a renewed focus on innovation, as well as its approach to retail, sampling and merchandising.

“‘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,” said Adam Oakley, Global Vice President, DEWAR’S. “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.”

An “Extra Smooth” Takeoff

Starting October 22nd, the new “Live True” TV spot will air across on-demand video services, as well as national and global entertainment, sports and news networks, including Comedy Central, CNN, ESPN, FX and Hulu. Esteemed actor Iain Glen serves as narrator, lending his unmistakable Scottish accent to the playful story of a man named Neville Neville, whose entire life is dedicated to doing things twice. From pitching two tents in a storm, to watching the love of his life walk down the aisle twice, Neville Neville cleverly captures the well-rewarded dedication of the brand’s “double-aged for extra smoothness” distillation process.

In addition to TV, DEWAR’S will run double-paged print ads in more than 15 different premium, sports, food, travel and tech publications, including Esquire, Food & Wine, Forbes, Sports Illustrated, and Travel & Leisure. The campaign will also come to life through digital and social efforts, as well as OOH executions in major metropolitan cities, including New York, Chicago and Boston.

“This is the first globally integrated campaign in five years, and with that the business is doubling down on DEWAR’S by revamping the brand’s merchandising program, fueling the growth of its premium marques, and reshaping its on-premise experiential and sampling strategy,” said Brian Cox, Vice President of DEWAR’S in North America. “With blended Scotch whisky poised for a comeback in the U.S., the time is now for DEWAR’S, the most award-winning blended Scotch whisky, to capture the attention of whisky appreciators everywhere.”

A Playful Side of Scotch

With the goal of positioning Scotch whisky as a modern and approachable spirit, DEWAR’S is reshaping its retail, bar sampling and menu strategy to include not just craft cocktails, but “everyday serves” as well. While continuing to champion its infamous Penicillin cocktail (DEWAR’S 12, honey, ginger and lemon), DEWAR’S is also igniting efforts around the Highball (DEWAR’S 12, soda water and lemon twist), which was originally created and popularized in the early 1900s by Tommy Dewar, son of founder John Dewar.

The brand is also rolling out a number of new gift packs and playful displays in the off-premise, all with a focus on the whisky’s double-aging process.

Finally, on the heels of its continued success with DEWAR’S White Label, the number one selling Scotch whisky label in the U.S., the brand will unleash the power of its full portfolio, including DEWAR’S 12, DEWAR’S 15 and DEWAR’S 18, with a goal to double distribution in the next year.

For more information on DEWAR’S Blended Scotch whisky, please visit www.dewars.com.

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About DEWAR’S Blended Scotch Whisky

Founded in 1846 by John Dewar, DEWAR’S has grown from a small wine and spirits merchant shop in Scotland, to one of the largest Scotch whisky brands in the world. Best known for its iconic DEWAR’S WHITE LABEL, it has expanded its family to create a portfolio of premium and super premium whiskies including DEWAR’S 12-Year-Old, DEWAR’S 15-Year-Old, DEWAR’S 18-Year-Old and the exclusive DEWAR’S 25. These whiskies are crafted using the DEWAR’S oak marrying ageing process. Pioneered by DEWAR’S at its home, the Aberfeldy distillery, in 1899, it involves returning the hand-crafted blend to vintage oak casks for further maturation. The result is a smoother taste with a long, lingering finish; a taste that wins medals and applause, making DEWAR’S the world’s most awarded blended Scotch. The DEWAR’S brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.

Contact:

Day One Agency

Tanya Elm

tanya@d1a.com

917-202-5309