Dewar's whisky gets new look

By Gemma McKenna

Published: 17 April, 2014

Blended Scotch whisky Dewar's has had a radical design overhaul at the hands of packaging design agency Stranger & Stranger.

The new look spans the entire range, with new bottles, gift boxes and labelling based on Dewar's heritage, craft and provenance. From now on, all brand activity will take place under the banner of True Scotch, since 1846.

Every bottle of Dewar's Signature comes with a certificate of authenticity, signed by the Master Blender, an act which references the signing of the first ever bottle by John Dewar.

Stranger & Stranger took inspiration from Dewar's brand archive in Scotland. Ivan Bell, the packaging design group's managing director, said: "The design team went on a journey back to the origins of the brand. The Dewar's story is such a rich and authentic tapestry it made complete sense for us to incorporate this across all the packs."

The brand's redevelopment has taken place over two years, and each bottle now has an embossed Celtic truth knot representing Dewar's strength and longevity.

The new look will launch this month in the United Kingdom, Spain and Greece, followed by all other markets. It will also be incorporated into all point-of-sale material as part of the brand's True Scotch initiative.

John Burke, global category director for Dewar's said: "Under the banner of True Scotch, the new Dewar's visual identity is designed to intrigue and engage consumers in the most direct way possible , bringing the values, aspirations and authenticity of this unique whisky to life, while showing how relevant these qualities remain."

Dewar's was founded in 1846 and is now part of the Bacardi portfolio of brands.

Stranger & Stranger is a packaging design and branding consultancy, specialising in alcoholic drinks, with offices in London, New York and California.

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