DEWAR'S 12 and Sean Connery: Better with Time
Internationally Acclaimed Actor Starring in Ad Campaign for DEWAR'S Special Reserve in Limited Markets
GLASGOW, Scotland--(BUSINESS WIRE)--Jan. 21, 2004--John Dewar and Sons Ltd. today announced the launch of a new advertising campaign for its DEWAR'S SPECIAL RESERVE 12 YEAR OLD SCOTCH starring Sir Sean Connery. The campaign highlights DEWAR'S 12 in a number of limited international markets noting the natural tie between the brand and Connery, that "Some age, others mature."
The DEWAR'S 12 advertising campaign starring Connery includes television, print and cinema. It will draw consumers in Lebanon, Greece, Mexico, Venezuela, Russia, Thailand, Puerto Rico and the Dominican Republic to this exclusive, high-quality brand. The television and cinema commercial runs 45-seconds long and is in English with subtitles.
"Dewar's is thrilled to be associated with Sir Sean Connery," said Neil Boyd, Global Brand Director of John Dewar and Sons. "He maintains his independent character, has matured into one of the most highly-valued and admired men in the world and of course proudly touts his Scottish heritage.
" DEWAR'S 12, also a product of Scotland, is a limited edition, unique blend of 12-year-old single malt and grain whiskies. Only after 12 years and when deemed properly mature, the Master Blender blends the whiskies together and then adds an extra step known as "marrying", whereby he places the blended whiskies back into casks and back into the warehouse for a further period before bottling. The resulting blend is robust and mature with a perfectly balanced and unique taste. The outcome is an unbelievably smooth Scotch Whisky that is unsurpassed. DEWAR'S 12 is only released when the Master Blender declares it ready.
This fine Scotch is bottled and numbered at the source, in limited editions.
The advertising campaign was developed and produced by Dayax, a Barcelona-based advertising agency.
For more than 155 years, the contributions of John and Tommy Dewar to the production of Scotch Whisky and the art of promotion and marketing, have been an example of the entrepreneurial spirit that has positioned DEWAR'S(R) 12 and DEWAR'S WHITE LABEL(R) as two of the finest and most desirable aged whiskies available. Since it was awarded with the first prize at the Edinburgh exhibition of 1886, DEWAR'S WHITE LABEL has obtained more than 60 medals for the quality of its blend, more than any other competitor. In September of 2001, DEWAR'S 12 was recognized as the "Best Blended Scotch" in the San Francisco World Spirits Competition.
CONTACT: John Dewar and Sons Ltd., Glasgow Neil Boyd, 44-1932-826-400 or Kim Derwinski, 202-835-9499 or Pat Neal, 305-446-9050 KEYWORD: UNITED KINGDOM INTERNATIONAL EUROPE INDUSTRY KEYWORD: RETAIL FOODS/BEVERAGES ADVERTISING/MARKETING MOTION PICTURES PRODUCT SOURCE: John Dewar and Sons Ltd.