As the second largest blended scotch whiskey in the world by sales, the House of Dewar’s needed to elevate the perceived value of its brand packaging in the highly competitive whiskey category.
Recognizing the sales growth opportunities, Dewar’s wanted to increase the relevancy of the brand to a newer global audience while evolving and harmonizing brand identity throughout the range. They also wanted brand packaging that would appeal to a very diverse, global consumer audience with sales from the U.S. to Spain to the Dominican Republic to Lebanon. VSA Partners recognized the opportunity to position the venerable House of Dewar’s as a luxury brand. We redesigned all secondary packages for White Label, 12-year, 18-year, and Signature. The new packaging retains Dewar’s heritage in a timeless, yet freshly relevant, way.