{"id":318739,"date":"2025-11-25T15:24:38","date_gmt":"2025-11-25T15:24:38","guid":{"rendered":"https:\/\/peraltafinancing.com\/alcohol\/exclusive-news-and-research-on-the-wine-spirits-and-beer-business-176\/"},"modified":"2025-11-25T15:24:38","modified_gmt":"2025-11-25T15:24:38","slug":"exclusive-news-and-research-on-the-wine-spirits-and-beer-business-176","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=318739","title":{"rendered":"Exclusive news and research on the wine, spirits and beer business"},"content":{"rendered":"


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Interview: Bacardi\u2019s Brian Cox On Revamping The Dewar\u2019s Brand<\/h2>\n

\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tNovember 24, 2025<\/a><\/span><\/p>\n

Bacardi-owned Dewar\u2019s is the second-largest blended Scotch brand in the U.S. at 800,000 cases, according to Impact Databank, out of global volume of 3.25 million cases. Dewar\u2019s has global retail value of approximately $800 million. In recent years, the brand has leaned into premiumization and a series of upscale limited edition offerings to burnish its quality credentials. Next year, Dewar\u2019s will unveil redesigned packaging across its core range. Shanken News Daily senior editor Shane English recently caught up with global vice president of Scotch whisky at Bacardi Ltd Brian Cox to learn more.<\/em><\/p>\n

SND:<\/strong> How has Dewar\u2019s been performing in the U.S. lately?<\/p>\n

Cox:<\/strong> After several years of strong growth, Dewar\u2019s is performing in line with the broader category, with notable bright spots including moderate share gains, increased profitability, and stronger rate of sale on higher marques.<\/p>\n

A key part of that growth has been the success of our Dewar\u2019s 12- and 15-year-old expressions, along with our \u201cDouble Double\u201d range\u2014a four-stage aging process series which has carved out a distinct space for Dewar\u2019s in the super-premium Scotch segment. We\u2019ve also seen a rebound in Dewar\u2019s White Label performance across key U.S. Scotch markets such as Florida and Connecticut.<\/p>\n

Innovation remains central to Dewar\u2019s strategy. Most recently, we introduced the fifth edition of Dewar\u2019s 19 Year Old The Champions Edition, created in partnership with the USGA for the U.S. Open Golf Championship. This year\u2019s release was inspired by the iconic Oakmont Country Club and featured our 19 year old blended Scotch finished in Calvados apple brandy casks as a tribute to Pennsylvania\u2019s apple-farming heritage and penchant for brandy.<\/p>\n

SND:<\/strong> What can we expect to see in the near future for Dewar\u2019s?<\/p>\n

Cox:<\/strong> In 2026, Dewar\u2019s will introduce the most significant brand transformation in over a decade: a total packaging redesign across the full core range. The elegant redesign will strengthen Dewar\u2019s premium credentials, enhance visibility on shelves, and leverage luxury design codes to capture the attention of today\u2019s premium Scotch consumers.<\/p>\n

2026 also marks Dewar\u2019s 180th anniversary. By combining contemporary design with brand heritage, this packaging evolution will not only elevate Dewar\u2019s presence in both retail and on-trade but will also serve as a powerful growth catalyst driving brand desire, exciting trade gatekeepers, and accelerating recruitment.<\/p>\n

Consumer testing confirms the strategic importance of this redesign: the new packaging significantly increases purchase motivation, brand recommendation, and perceived quality and value. Consumers view the design as more sophisticated and worth paying more for, directly reinforcing our pricing and premiumization strategy.<\/p>\n

SND:<\/strong> How do you see the blended Scotch market developing in the U.S. over the next few years?<\/p>\n

Cox:<\/strong> We\u2019re continuing to see a clear shift in the U.S. toward premiumization within blended Scotch. Today\u2019s consumer is more discerning and curious. They\u2019re seeking quality, provenance, and flavor\u2014and discovering that blended Scotch can deliver all three. That\u2019s created a real opportunity to reframe the category, and at Dewar\u2019s we\u2019ve leaned into that.<\/p>\n

Dewar\u2019s continues to target the core premium Scotch consumer with positioning that reflects today\u2019s expectations, avoiding category tropes. Aspirational yet approachable, confident without being overly serious, inclusive but never preachy, and sophisticated while remaining authentic.<\/p>\n

In the remainder of 2025, we anticipate ongoing category and industry challenges, but we expect stabilization among the leading brands. The U.S. consumer will emerge from this period with more choice, better knowledge, and hence will become far more intentional about their purchases\u2014seeking age statements, craftsmanship, and authenticity\u2014and we\u2019re well-positioned to meet that demand with our growing portfolio of elevated blends.<\/p>\n

We\u2019ll have more with Brian Cox in the second part of this interview.<\/em><\/p>\n

Subscribe to Shanken News Daily\u2019s Email Newsletter, delivered to your inbox each morning.
\n<\/a><\/p>\n

Tagged : Bacardi<\/a>, Dewar’s<\/a><\/span><\/p>\n

GET YOUR FIRST LOOK AT 2025 ESTIMATES AND 2030 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2025 IMPACT DATABANK REPORTS<\/span>. CLICK HERE.<\/a><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

Interview: Bacardi\u2019s Brian Cox On Revamping The Dewar\u2019s Brand November 24, 2025 Bacardi-owned Dewar\u2019s is the second-largest blended Scotch brand in the U.S. at 800,000 cases, according to Impact Databank, out of global volume of 3.25 million cases. Dewar\u2019s has global retail value of approximately $800 million. In recent years, the brand has leaned into […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12029],"tags":[3171,907,1305,1820,10113,16238,9182],"dealstore":[],"offerexpiration":[],"class_list":["post-318739","post","type-post","status-publish","format-standard","hentry","category-alcohol","tag-beer","tag-business","tag-exclusive","tag-news","tag-research","tag-spirits","tag-wine"],"yoast_head":"\nExclusive news and research on the wine, spirits and beer business - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=318739\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exclusive news and research on the wine, spirits and beer business - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Interview: Bacardi\u2019s Brian Cox On Revamping The Dewar\u2019s Brand November 24, 2025 Bacardi-owned Dewar\u2019s is the second-largest blended Scotch brand in the U.S. at 800,000 cases, according to Impact Databank, out of global volume of 3.25 million cases. Dewar\u2019s has global retail value of approximately $800 million. 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