Dewar’s launches Diwali-themed travel retail bottling

Bacardi-owned Dewar’s is celebrating the Hindu festival of light with the release of a Diwali-themed presentation box for its 18-year-old blended Scotch whisky.

Dewar’s 18 Year Old is presented in a metallic box inspired by the Hindu festival of Diwali

Dewar’s 18 Year Old has been packaged in a metallic presentation box alongside four coasters that have also been inspired by the Hindu festival.

The coasters, which echo the design of the presentation box, have been made in a wire loop design and can be transformed into tea-light candle holders. They have been created to reflect the daily lighting of the Diwali Diya, the small oil lamp traditionally lit to mark the festival period.

Gaurav Joshi, director Asia Pacific at Bacardi global travel retail, said: “The Diwali holiday is a major gifting period and we will be engaging the region’s shoppers with this exciting, original and relevant new product launch, tailored to the gifting cues of the season.

“This is a collaboration between our design teams in travel retail and the local domestic markets to maximise relevance and appeal to the consumer using local market insight.

“Progressive and open-minded whisky consumers from emerging markets, especially in India, are strongly motivated by the craft involved in significant age statements like Dewar’s 18 Year Old and its exclusivity in travel retail.”

The Diwali-themed blended whisky has been launched to target the surge in traffic driven by the festival, which traditionally sees the use of candles and lights to express the theme of good overcoming evil.

Dewar’s 18 Year Old Blended Scotch Whisky is bottled at 40% abv and carries a recommended price of US$99 per one-litre bottling. The gift set will be available in 12 airport locations, including Bangkok, Chennai, Dubai, Kolkata and Qatar.

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Author: Owen Bellwood {authorlink}