{"id":84886,"date":"2026-01-29T08:27:38","date_gmt":"2026-01-29T08:27:38","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=84886"},"modified":"2026-01-29T08:27:38","modified_gmt":"2026-01-29T08:27:38","slug":"dewars-unwraps-lunar-new-year-fire-horse-travel-exclusive-editions","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/dewars-unwraps-lunar-new-year-fire-horse-travel-exclusive-editions\/","title":{"rendered":"DEWAR\u2019S unwraps Lunar New Year ‘Fire Horse’ travel exclusive editions"},"content":{"rendered":"

BACARDI GLOBAL TRAVEL RETAIL (GTR) has launched a major multi-market Lunar New Year (LNY) activation for DEWAR\u2019S\u00ae. The initiative marks two occasions: the 2026 Year of the Fire Horse and the brand\u2019s 180th anniversary, dating back to its founding by John Dewar in 1846, also a Fire Horse year.<\/p>\n

<\/p>\n

This year\u2019s DEWAR\u2019S LNY campaign is inspired by the Fire Horse qualities of determination, passion and commitment to excellence. These attributes echo the values that have made DEWAR\u2019S what it is today: the World\u2019s Most Awarded Blended Scotch Whisky.<\/p>\n

Inviting consumers to celebrate with DEWAR\u2019S, the campaign is now running on-pack on the DEWAR\u2019S DOUBLE DOUBLE\u00ae range across more than 25 markets globally. High-profile activations during January and February 2026 at key Asian airport hubs include Kuala Lumpur, Singapore Changi and Taiwan Taoyuan. The initiative\u2019s overarching aim is threefold: to drive brand awareness, elevate consumer perception of DEWAR\u2019S and recruit new consumers purchasing either for self-consumption or gifting.<\/p>\n

\"\"

Central to the 2026 program is a travel-exclusive limited-edition Lunar New Year sleeve showcased across the DEWAR\u2019S DOUBLE DOUBLE range. Drawing on the brand\u2019s 180-year heritage and its Fire Horse association, the exquisite design features a prancing horse with a fiery, flowing mane and tail, set against a striking red and gold palette. The design is inspired by intricate artistry and traditional Chinese New Year motifs, creating a sophisticated celebration of craftsmanship and cultural richness.<\/p>\n

Retailers are supported by an extensive suite of merchandising assets, including bottle glorifiers, key visuals, posters, gondolas and shelf displays, all designed to reinforce DEWAR\u2019S prestige credentials and encourage trade-up purchases. In addition to these physical elements, the campaign features sampling programs, retail ambassador advocacy and an interactive flavor wheel, giving travellers the opportunity to learn about the unique four-stage whisky maturation process behind the DEWAR\u2019S DOUBLE DOUBLE range.<\/p>\n

\"\"

\"\"

\"\"

In the digital realm, updated omnichannel assets spanning DOOH, in-store digital content and retailer ecommerce platforms deliver consistent brand messaging and enhance campaign visibility.<\/p>\n

Darragh Ryan, Marketing Director, Bacardi Global Travel Retail remarks. \u201c2026 is the 180th anniversary of DEWAR\u2019S and we are delighted to celebrate this significant milestone during Lunar New Year with a vibrant campaign across key Asian markets. Our enduring dedication to craftsmanship has seen DEWAR\u2019S recognized as the World\u2019s Most Awarded Blended Scotch Whisky, making it the ideal choice when bringing loved ones together to celebrate this special occasion and raise a glass to the future.<\/em><\/p>\n

\u201cWith our striking, limited edition Lunar New Year gift sleeves, premium merchandising and engaging brand experiences, we aim to strengthen the cultural significance of DEWAR\u2019S and enhance the impact of the DEWAR\u2019S DOUBLE DOUBLE collection in busy airport locations, driving us forward in our pursuit to establish DEWAR\u2019S as one of the top three premium blended whisky brands.\u201d<\/em><\/p>\n

The Chinese Lunar New Year holiday remains the pre-eminent gifting opportunity in travel retail. In February 2025, the China Tourism Academy reported that around 3.78m outbound trips were made over the holiday period in 2025, of which over 900,000 were to destinations outside Greater China. Travel for the 2026 period is expected to be at a similar level.<\/p>\n

\"\"

\"\"

\"\"

BACARDI GLOBAL TRAVEL RETAIL (GTR) has launched a major multi-market Lunar New Year (LNY) activation for DEWAR\u2019S\u00ae. The initiative marks two occasions: the 2026 Year […]<\/p>\n","protected":false},"author":4,"featured_media":84890,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2597,535,1,477,7099,7097],"tags":[5000,13949,9048,17298,17299,69,39,49,216,103],"class_list":["post-84886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-selling-brands-in-duty-free","category-duty-free-retailers","category-latest-news","category-latest-promotions-in-duty-free","category-spirits","category-wines-spirits","tag-bacardi-global-travel-retail","tag-dewars-double-double","tag-dewars-duty-free","tag-dewers-blended-scotch-whisky","tag-dewers-lunar-new-year","tag-duty-free","tag-dutyfree","tag-scotch","tag-travel-retail","tag-whisky"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/84886","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=84886"}],"version-history":[{"count":3,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/84886\/revisions"}],"predecessor-version":[{"id":84904,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/84886\/revisions\/84904"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/84890"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=84886"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=84886"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=84886"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}