Bacardi Global Travel Retail is marking Diwali with a major Dewar’s campaign at six airports in four countries across Asia Pacific and the Middle East.
The promotion, running through September and October, offers gifting opportunities across the Dewar’s premium portfolio, including a special limited-edition Dewar’s gift box. Participating airports are: Bangkok Suvarnabhumi, Delhi Indira Gandhi International, Dubai, Kolkata, Mumbai Chhatrapati Shivaji and Singapore Changi.
The campaign, presented within the John Dewar & Sons Fine Scotch Whisky Emporium, focuses on Dewar’s premium aged blends: Dewar’s 12yo, Dewar’s 15yo, Dewar’s 18yo. All are available in limited-edition Diwali 2017 celebration packs.
A range of tasting techniques, including the Dewar’s vapour jars, aim to drive penetration into the store, encourage shoppers to try Dewar’s and discover their preferred age statement.
Bacardi Global Travel Retail Regional Director Asia Pacific, Middle East and Africa Vinay Golikeri commented: “Building on the success of Chinese New Year in February 2017 in Asia Pacific where we carefully 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 and 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 travellers in the region.’’
