Upon entering the shopping area after immigration, passengers are met by the DEWAR\u2019S experience featuring several surprise elements. This immersive experience brings to life the craft, characteristics and heritage of DEWAR\u2019S and its unique positioning as the world\u2019s most-awarded blended Scotch, including a proud commitment to using only 100% double-aged liquid.<\/p>\n
Taking centre stage in the Emporium is a rather unusual and engaging star performer, personifying the wit of DEWAR\u2019S and its founders. The interactive \u2018Fortune Chicken Machine\u2019 (yes, that\u2019s correct) is drawing the crowds, keen to watch as the mechanised feathered hen predicts their fortune, as interpreted by DEWAR\u2019S. These brand idioms, or \u2018Dewarisms\u2019, include such wisdom as \u201cThe only thing you can get in a hurry is trouble\u201d and \u2018New beginnings are twice as good\u2019.<\/p>\n
This is no ordinary prop. Instead, it is typical of DEWAR\u2019S to create a highly disruptive and memorable engagement with millennial consumers and new whisky drinkers through the unique personality of DEWAR\u2019S\u00ae, echoing the original creativity of the original Dewar sons who built on their father\u2019s original success as the brand\u2019s pioneering master blender to launch the brand globally:<\/p>\n
\u2022 Tommy Dewar, legendary Scotch Whisky Baron and the gregarious, fun-loving face of DEWAR\u2019S – and a champion chicken-breeder.
\n\u2022 John Alexander Dewar, who led the brand\u2019s \u2018over-engineered\u2019 focus on double-ageing that has endured as a unique aspect of the craft behind DEWAR\u2019S.<\/p>\n
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\u2019S range and of single malts ABERFELDY\u00ae, ROYAL BRACKLA\u00ae, AULTMORE\u00ae and CRAIGELLACHIE\u00ae. 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\u2019S is offered.<\/p>\n
Thomas Koch, Director International Key Accounts, Global Travel Retail Bacardi comments: \u201cThe DEWAR\u2019S 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\u2019S dares to be different. It\u2019s 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\u2019S heritage along with the craft and ageing process of the world\u2019s most awarded Scotch whisky.\u201d<\/p>\n
Brooke Supernaw, DFS Group Senior Vice President for Spirits, Wine, Tobacco, Food and Gifts, adds: \u201cThis campaign from John Dewar & Sons Fine Whisky Emporium is original, fun and engaging, and we look forward to our customers\u2019 enthusiastic response. Creative initiatives such as these are a perfect way to invigorate interest in the whisky category.\u201d<\/p>\n
Commenting on the passenger engagement, Teo Chew Hoon, Group Senior Vice President, Airside Concessions, Changi Airport Group, said: \u201cThe DEWAR\u2019S 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.\u201d<\/p>\n
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