Building on the success of its whiskies in Asia Pacific, Bacardi Global Travel Retail is partnering with DFS and Changi Airport Group in a high profile, awareness-building focus on its single malts and DEWAR’S, the world’s most awarded blended Scotch whisky. 

Running for six weeks from 1 July- 11 August 2018, the Changi Airport campaign brings DEWAR’S energy and creativity, at multiple touch-points along the passenger journey in all four terminals, in-store and in DFS bars, together with a large pop-up John Dewar & Sons Fine Whisky Emporium on the T1 concourse.

Upon entering the shopping area after immigration, passengers are met by the DEWAR’S experience featuring several surprise elements. This immersive experience brings to life the craft, characteristics and heritage of DEWAR’S and its unique positioning as the world’s most-awarded blended Scotch, including a proud commitment to using only 100% double-aged liquid.

Taking centre stage in the Emporium is a rather unusual and engaging star performer, personifying the wit of DEWAR’S and its founders. The interactive ‘Fortune Chicken Machine’ (yes, that’s correct) is drawing the crowds, keen to watch as the mechanised feathered hen predicts their fortune, as interpreted by DEWAR’S. These brand idioms, or ‘Dewarisms’, include such wisdom as “The only thing you can get in a hurry is trouble” and ‘New beginnings are twice as good’.

This is no ordinary prop. Instead, it is typical of DEWAR’S to create a highly disruptive and memorable engagement with millennial consumers and new whisky drinkers through the unique personality of DEWAR’S®, echoing the original creativity of the original Dewar sons who built on their father’s original success as the brand’s pioneering master blender to launch the brand globally:

• Tommy Dewar, legendary Scotch Whisky Baron and the gregarious, fun-loving face of DEWAR’S – and a champion chicken-breeder.
• John Alexander Dewar, who led the brand’s ‘over-engineered’ focus on double-ageing that has endured as a unique aspect of the craft behind DEWAR’S.

Among the other highlights of the JOHN DEWAR & SONS FINE SCOTCH WHISKY EMPORIUM is the sensory experience of liquid vapour sampling and tutored tastings of the DEWAR’S range and of single malts ABERFELDY®, ROYAL BRACKLA®, AULTMORE® and CRAIGELLACHIE®. Further sampling and tutored tastings are offered in several DFS bars; The Central Mix It Bars in T2 and T3, The Whiskey House in T2 and T4, Raffles Long Bar in T3 Duplex and The Cloud Bar in T1, where signature sampling of DEWAR’S is offered.

Thomas Koch, Director International Key Accounts, Global Travel Retail Bacardi comments: “The DEWAR’S story is full of character and quirky personality. As we are engaging with new whisky consumers in Asia Pacific, we wanted to do so in a new and different way that shows them how DEWAR’S dares to be different. It’s a perfect match for how they see themselves as different to more traditional whisky drinkers. No-one expects to see a mechanized chicken at the airport, so this visual intrigue is a strong call to action and a great opener for our retail ambassadors to engage shoppers with authentic stories from DEWAR’S heritage along with the craft and ageing process of the world’s most awarded Scotch whisky.”

Brooke Supernaw, DFS Group Senior Vice President for Spirits, Wine, Tobacco, Food and Gifts, adds: “This campaign from John Dewar & Sons Fine Whisky Emporium is original, fun and engaging, and we look forward to our customers’ enthusiastic response. Creative initiatives such as these are a perfect way to invigorate interest in the whisky category.”

Commenting on the passenger engagement, Teo Chew Hoon, Group Senior Vice President, Airside Concessions, Changi Airport Group, said: “The DEWAR’S Fine Whisky Emporium perfectly matches our ambition here at Changi to bring innovation, excitement and a touch of the unexpected to our passengers. Bacardi has shown great creativity and passengers are definitely enjoying the experience.”