Client  -  John Dewar & sons ltd 

Project - Dewar’s Hotel - Uk


Client Challenge:

Engage key trade and press influencers across Europe through delivery of an immersive experiential campaign.


RAWK Solution: 

Tasked with delivering the UK campaign in its entirety, we delivered a strategy that encompassed location, logistics and budget management, staff recruitment and training and content creation and delivery.  With this strategy in place we deployed the activation in Manchester and Edinburgh, providing full project management and ambassadorial support throughout. 



The RAWK Agency produced two stand out events that were immersive, engaging and educational to all that attended. They promoted brand advocacy in both the on and off-trade and illustrated the integrity and history of the brand whilst entertaining and intriguing both trade and press guests throughout. This in turn generated social buzz within the target audience and a number of articles in the trade press, as well as promoting advocacy in key trade accounts across central Scotland and North West England. 


Quick Figures:

  • 200 Influencers engaged 
  • 200 New blends created 
  • 700 Signature serves produced
  • 200 Bespoke pre batch cocktail takeaways created and distributed

On The Ground

‘Dewar’s Hotel’ was an immersive and interactive brand experience delivered for Dewar’s, Bacardi Martini’s premium blended scotch brand. 

Invite-only brand advocacy pop-ups, the events were designed by Dewar’s and its partner agencies, including The RAWK Agency, to deliver stylised and story-led brand immersion sessions to audiences across Europe, celebrating and raising the profile of the brand’s portfolio through experiential excellence.

The experience was designed to illustrate the brand’s rich heritage, innovative spirit and exceptional products. Guests undertook tutored blind tastings, an informative and immersive blending session and a drinks inspiration masterclass that included an introduction to a number of serves handpicked for the activation, alongside an opportunity to discuss those serves with Jamie MacDonald, Bacardi’s Dark Spirits Ambassador for Northern Europe. 

The entire experience was tied together with the wondrous tales of Tommy Dewar himself, and told with more than an ounce of the great man’s trademark repartee, as guests were led by the character through bespoke sets designed to bring the brand and its story to life.

If you’d like to talk to us about any aspect of brand activation please don’t hesitate to get in touch