Bacardi Global Travel Retail has launched a campaign for its limited-edition Dewar’s Blended Scotch Whisky Diwali range for 2025. The campaign is active in key airports across Asia, the UAE, and Europe to celebrate the Hindu Festival of Lights.
The launch was detailed in a report from The Moody Davitt Report.
The promotion follows a similar release for the 2024 Diwali season and targets the premium gifting segment.
It includes digital airport advertising and in-store activations, which feature product sampling and consumer games. The campaign is running across more than 30 markets with the tagline, “Celebrate with the Most Celebrated.”
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The 2025 limited-edition collection includes collectible bottles of Dewar’s 15 Year Old, Double Agent 16 Year Old, and 18 Year Old.
Each expression is double-aged for smoothness, a standard production method for the brand. The packaging for the range is adorned with traditional lantern and flower motifs.
A travel retail exclusive, the Double Agent 16 Year Old, is double-aged, with half the blend finished in oloroso sherry casks and the other half in smoky Islay casks.
According to the brand’s official notes, as reported by the source, the sherry cask finish imparts fig, raisin, and toffee notes, while the Islay cask finish adds peat and maritime character.
The Moody Davitt Report reported that Darragh Ryan, Bacardi Global Travel Retail Marketing Director, commented on the launch.
Ryan said: “With over 1 billion people across the world celebrating Diwali, this is a pivotal moment for Dewar’s to connect with the huge Indian diaspora travelling to share exciting, memorable experiences with friends and family.”
The release is timed to coincide with an expected increase in travel to and from India for the holiday.
The report cited data from Indian travel company Thrillophilia, which noted a 24% year-on-year increase in outbound bookings.
Top regional destinations included Dubai, Singapore, Thailand, Vietnam, Bali, and Hong Kong.
The source also referenced data from Agoda, which reported a 67% increase in inbound travel interest to India from overseas markets compared to 2024.
