Whisky brand Dewar’s has responded to increased interest in its range by UK consumers by launching a new online shop.
Based at Five Star distillery visitor attraction Dewar’s Aberfeldy Distillery, the distillery already stocks a wide range from the Dewar’s portfolio onsite, and its new website offers delivery throughout the UK.
Stocking a wide range of Dewar’s blended Scotch whisky, along with a collection of the distiller’s malts, including Aberfeldy and Craigellachie, the distillery claims to offer whiskies for every taste and budget, from a bottle of ‘double-aged’ Dewar’s White Label at £20, to a limited 35-year-old edition of Royal Brackla, a snip at £16,000.
Early sales indicate an interest in rare bottlings, with distillery exclusive Aberfeldy 20 year old Exceptional Cask selling through its initial online allocation in just one week. Also proving popular is the personalised engraving service available on bottles from the distillery.
A selection of branded items completes the offering, many drawing on the wit and wisdom of famous forebear Tommy Dewar, with ‘Dewarisms’ like ‘The only thing you get in a hurry is trouble’ engraved upon locally made oak coasters or cask staves.
Focused firmly on its successful export business, particularly to the USA, Dewar’s has enjoyed a more niche profile within the UK, but the distiller’s playful marketing activations in major UK cities have seen a renewed interest from UK consumers, with online searches rising from 28,000 to 53,000 in the past two years.
Considered the ideal base from which to satisfy consumers’ curiosity, Dewar’s Aberfeldy Distillery has itself experienced a rising profile recently. The attraction was judged Scotland’s Best Visitor Attraction in 2018 and recently opened its Secret Bar to private events.
UK brand homes general manager Jay Basson said: ‘We are delighted to announce the launch of this new venture. We see a fantastic response to our whiskies onsite here every day, so it’s exciting that we’re now able to deliver them to peoples’ homes nationwide.’
Dewar’s world-renowned crafted Highland Single Malt Aberfeldy has been produced at the Dewar’s Aberfeldy Distillery since 1898 and the visitor experience is located in one of the original buildings.
An extensive refurbishment of the visitor centre was undertaken back in 2014 which saw many of the traditional features of this historical building refurbished. A dramatic ‘stave tunnel’ installation, made from oak casks, leads visitors from the heritage exhibition to the hosting area. There is also a feature archive wall, which showcases vintage memorabilia, signs and advertising campaigns from throughout the Dewar’s history.
The centre’s café boasts a locally sourced menu offering an extensive selection of freshly prepared hot and cold dishes based on the finest ingredients. The welcoming Whisky Lounge provides a homely yet stylish retreat with hand-crafted furniture, large sofas and a cosy fireplace.
Shop.Dewars.com is now open. Delivery is available within the UK only.