DEWAR'S Blended Scotch Whisky Introduces Its New 'Cover'

With a vibrant color palette and innovative wave design, the new DEWAR'S packaging engages the drinker by providing a visual window into the superior liquid inside.

Aug 10 2010 --- DEWAR'S Blended Scotch Whisky, the number one selling premium Scotch in the United States, is thrilled to announce a vibrant transformation in the design of its portfolio. As the DEWAR'S collection expanded throughout the brand's history to include DEWAR'S WHITE LABEL, DEWAR'S 12 Years Old, DEWAR'S 18 Years Old and DEWAR'S SIGNATURE, each marque was created with its own silhouette and design aesthetic.  With the redesign of the entire DEWAR'S portfolio, the products now appear as a tight-knit family.  Just as the four DEWAR'S marques display a unified progression in taste, DEWAR'S new look visually links the products together as one unit for the first time in the brand's history.  To launch the new packaging, the brand has worked with famed rock-and-roll photographer Danny Clinch known for his iconic portraits and solid-gold album covers – to capture the new look on film. 

While the bottles contain the same great blended Scotch whiskies, the new design better emphasizes the artistry and craftsmanship that has defined the DEWAR'S brand since 1846.  Featuring perfect curves, tempting colors and a revolutionary style, the new DEWAR'S look is thoroughly modern, cohesive and bold.  With a vibrant color palette and innovative wave design, the new DEWAR'S packaging engages the drinker by providing a visual window into the superior liquid inside.  The bottle is emblazoned with the year of DEWAR'S founding, 1846, as well John Dewar's signature.  In addition, the display features gold icons that represent the brand's countless awards and accolades. 

"We're thrilled to unveil DEWAR'S modern new exterior, as it fully captures the energy and vigor that defines the brand," says DEWAR'S Vice President, Brand Managing Director, Fannie Young. "The dynamic new packaging gives consumers the opportunity to recognize the DEWAR'S brand as a family, and to explore the portfolio as they become more familiar and engaged with the brand.  Photographer Danny Clinch epitomizes the DEWAR'S man, and we're so impressed with the way he captured the new bottle design through his lens."

Clinch confesses, "I was very inspired by the shape of the new DEWAR'S bottle, and the way the curved edges resemble the shape of a guitar. I tapped my personal style and influences from the music world for the shoot.  I brought my own equipment, including a guitar, harmonica and vintage speakers, which allowed me to capture the striking new bottle in a visually stimulating and exciting environment.  As a long-time DEWAR'S drinker, I'm so honored to be the very first to capture the essence and spirit of the new packaging."

A self-made, inspirational and independent photographer, Clinch has established himself as one of the premier photographers of the popular music scene. As an artist, Danny continues to take risks focusing on endeavors he believes are worth doing a trait that keeps his work exciting, fresh and relevant.  He has maintained his successful career while retaining a free-thinking identity a way of life that perfectly expresses the DEWAR'S brand. 

The New Jersey native began his professional career working as an intern for Annie Leibovitz, one of his initial inspirations.  He has since photographed a wide range of artists, from Johnny Cash to Tupac Shakur to Bruce Springsteen.  His work has appeared in publications including Vanity Fair, Spin, Rolling Stone, GQ, Esquire, The New Yorker, and The New York Times Magazine, and his photographs have appeared on hundreds of album covers. 

Clinch not only photographed the new DEWAR'S portfolio, but will also serve as a DEWAR'S Brand Ambassador.  The DEWAR'S new packaging will be available on shelves in August of 2010.

Suggested Retail Prices:

* DEWAR'S WHITE LABEL – $21.99 (750 ml); $27.99 (1 L); $32.99 (1.75 L)
* DEWAR'S 12 Years Old – $28.99 (750 ml); $36.99 (1 L); $46.99 (1.75 L)
* DEWAR'S 18 Years Old – $79.99 (750 ml)
* DEWAR'S Signature – $199.99 (750 ml)