Duty Free Americas, in partnership with Bacardi Global Travel Retail, has opened a Dewar’s Whisky pop-up location in the central atrium of Miami International Airport (MIA) for a month-long pop-up campaign ending July 12. The campaign is also set up at two DFA stores in the terminal.
Travelers have the opportunity to explore the scent profiles of key age variants in the double-aged DEWAR’S range – 12 Years Old, 15 Years Old and 18 Years Old. Activities at the pop-up installation include a double whisky pong game and the chance to fly off with a temporary tattoo memento from Tommy’s Tattoo Parlour, featuring iconic DEWAR’S images and “Dewarisms.”
Additionally at the pop-up campaign, DEWAR’s ambassadors tell the stories behind the brands and lead tastings featuring DEWAR’s premium range and single malts ABERFELDY® 12 Years Old, CRAIGELLACHIE® 13 years Old and AULTMORE® 12 Years Old.
“At Miami International Airport, we are keen to build on that regional success and leverage the incremental impact of an amazing shopper engagement campaign,” says Geoff Biggs, regional director, Americas for Bacardi Global Travel Retail. “Thanks to the outstanding work of our advocacy team and many creative touches, we are bringing the DEWAR’S personality to life in new, unusual and memorable ways. Our partnership with Duty Free Americas is rooted in a shared commitment to bringing excitement and innovation to the whisky category. We are convinced that the most powerful purchase motivator is the discovery of something new combined with the confidence of great quality.”