Bacardi Global Travel Retail is collaborating with major retailers to launch a Diwali-themed Dewar’s gift box in 12 airports across Asia Pacific and the Middle East.
The limited-edition gift box, which contains a 1-litre bottle of Dewar’s 12yo blended Scotch whisky and four metallic coasters, is exclusive to travel retail. It has a RRP of US$99.
Its launch is backed by promotional campaigns which run until the end of November in 12 airport locations: Bahrain (with Aer Rianta International); Bangalore (Dufry); Bangkok (King Power); Changi (DFS Group); Chennai (Flemingo Travel Retail); Delhi (Delhi Duty Free); Dubai (Dubai Duty Free); Kolkata (Flemingo); Kuala Lumpur (Eraman); Mumbai (Flemingo); Muscat (ARI); and Qatar (Qatar Duty Free).
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Bacardi said the gift box targets the significant surge in traffic driven by Diwali, the Hindu festival of light. During the festival candles and lights are used to express its central theme of good overcoming evil.
The gift pack’s coasters, which are in a wire loop design, double as tea-light holders to reflect the daily lighting of the Diwali diya, the small oil lamp traditionally lit to mark the festival period.
“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 18yo and its exclusivity in travel retail.”
Bacardi Global Travel Retail Director Asia Pacific Gaurav Joshi 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 18yo and its exclusivity in travel retail.”
Dewar’s 18yo is double-aged in oak casks and has notes of honey and marzipan.
