DEWAR’S disrupts the premium whisky category in India with the launch of DEWAR’S Double Double series

In line with DEWAR’S’ commitment to the Indian market, Stephanie MacLeod, DEWAR’S award-winning Global Master Blender, hosted the launch of its Double Double Series in Mumbai and Delhi
DEWAR’S disrupts the premium whisky category in India with the launch of  DEWAR’S Double Double series
Photo - DEWAR’S

DEWAR'S, the world's most awarded blended scotch whisky, further reinforces its commitment to the Indian market by introducing its newest innovative expression - the DEWAR’S Double Double series. Keeping consumers at the heart, DEWAR’S has continued to transform the scotch whisky segment by creating unique premium offerings and novel experiences for whisky lovers across the globe.

DEWAR’S Double Double is a small batch premium blended scotch whisky series crafted using an innovative four-step aging process. The remarkably smooth liquid has won multiple international awards and recognition for its rare blend. The Double Double series is finished in a variety of sherry casks and offers three limited-edition innovations: DEWAR’S Double Double 21-Year-Old, DEWAR’S Double Double 27-Year-Old, and DEWAR’S Double Double 32-Year-Old. While the 21-Year-Old blend has subtle notes of cinnamon and ripe vine fruits, the 27-Year-Old offers heady, aromatic, floral notes with honeyed fruits and subtle spice. The last and the most awarded in the series is the 32 YO blend, which brings rich, ripe treacle notes with a hint of smokiness. This blend won Whisky of the Year in 2020 at the International Whisky Competition for its rich taste palate, making it distinct across categories.

India is the largest whisky drinking nation, with an annual consumption growth of 13% compared to FY21 (Source: IWSR 2022). The category has witnessed trends like premiumization and mindful consumption in the recent years, highlighting how consumers are drinking less but drinking better. Taking cognizance of this, DEWAR’S has innovated experiences and products in tune with evolving consumer preferences, resulting in the creation of the Double Double range that caters to the premium whisky category, elevating the drinking experience for consumers.

Commenting on the new launch, Sanjit Randhawa, managing director, India, and South-East Asia, Bacardi, said, “India is one of the world’s biggest whisky markets and offers strong headroom for further growth and innovation. Global whisky volumes will increase significantly this year, and a substantial part of this growth will be helmed by markets such as India. DEWAR’S has witnessed a 50% year-on-year growth since it entered India, motivating us to continue investing in the country. Today, with the launch of the brand's latest innovation, the DEWAR'S Double Double series, we're optimistic about winning the hearts of Indian consumers and gaining a larger share in the category."

The DEWAR’S Double Double range is among Stephanie Macleod's ground-breaking innovations. While most Scotch whiskies are aged once, DEWAR'S ages its whiskies twice for extra smoothness and four times with the DEWAR'S Double Double series for ultimate smoothness.

Stephanie MacLeod, the first woman and current Master Blender of DEWAR’S Global, is behind furthering the brand’s legendary liquid with her innovations like the Double Double series. Stephanie’s expertise and long-standing commitment to the craft of blending has won her several awards and she has been titled Master Blender of The Year at the International Whisky Competition for three consecutive years - 2019, 2020, and 2021.

Commenting on the new launch, Stephanie said, “We've always believed that there's a scotch whisky out there for everyone. The elements that make our whisky special are diversity in liquid, diversity in people who are creating it, and diversity in our consumers who are enjoying it. DEWAR'S whisky is recognized globally for its extra smoothness, achieved through the unique double ageing process; however, with the Double Double series, we introduced the innovative four-stage ageing process to achieve ultimate smoothness. India is among the top-5 priority markets globally for DEWAR'S, and we are delighted to bring the premium Double Double series to India's discerning consumers."

By introducing innovations like the DEWAR’S Double Double series to the Indian consumers, the brand will continue focusing on amplifying and elevating experiences and occasions by helping create moments that matter. The series is packaged in 500 ml bottles and is currently available at retail outlets in Delhi, Haryana, and Maharashtra; it will soon be available in other major cities too.

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