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Dewar's begins international campaign

Bacardi has begun a new international marketing campaign for its Dewar's brand of whisky. The initiative, called "True Scotch Since 1846," is intended to introduce the brand's new packaging and bottle design. The creative focuses on the authenticity and heritage of the product. The new visual identity will launch this month in the United Kingdom, Spain and Greece, followed by the United States, Russia, India, Lebanon and others.

"We are immensely proud of Dewar's heritage, and the quality and skill that it has embodied for the past 168 years," said John Burke, global category director for the brand. "'True Scotch,' coupled with the new design, is our way to connect with the past, while embarking on an exhilarating journey into the future. Our new marketing campaign tells the story of the brand and the exquisite liquid in a real and tangible way, giving every consumer the opportunity to connect with Dewar's history."

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