Dewars pushes Scratched Cask with virtual reality tour

By Mathew Lyons

Published: 13 October, 2015

Leading blended whisky producer Dewar's has looked to virtual reality to promote its new Scratched Cask brand.

As part of the marketing campaign that accompanies the launch, consumers will be able to enter a 360-degree video experience which will explain how and why the whisky is produced.

The video features US brand ambassador Gabriel Cardarella taking viewers on a journey through the making of Scratched Cask, from Dewar's Aberfeldy distillery to the port where the brand's American white oak barrels are unloaded and the cooperage where the barrels are charred and then scratched by hand.

Dan Pilas, brand managing director at Dewar's, said: "Dewar's is proud of the time and dedication that goes into the creation of our whisky, and we are excited for fans to gain a better understanding of exactly how our products are made.

"Virtual reality gives us the unique opportunity to share our passion and give consumers a closer look at our home in Scotland."

The 360-degree video can be viewed online at www.scratched360.com . Consumers with a head-mounted virtual reality (VR) display can watch in VR mode. Others can use the non-VR mode and control the video using a mouse on a desktop, or by moving the device around if accessing the site via a smartphone or tablet.

Dewar's Scratched Cask was launched in May 2015. It is aimed at bridging the gap between whisky and bourbon.

Scratched Cask is a blend of up to 40 different single malt and single grain whiskies.

The blend is aged in oak for up to four years before spending several months in the charred and scratched American white oak barrels.

Founded in 1846, Dewar's became part of the Bacardi Group in 1998.

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