Dewar's Hotel in the UK

 It has been a very busy start to the summer here at The RAWK Agency, so our apologies for the lack of noise lately! As well as preparing for the next few months of incredible projects, we have just completed our latest big brand activation of the season, working with Bacardi Martini to produce the ‘Dewar’s Hotel’ campaign in the UK. 

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Taking place in Edinburgh’s Hotel du Vin and the stunning Hotel Gotham in Manchester, these multi-space, immersive activations were designed by Dewar’s and its partner agencies 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 finale 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. 

On departure, each guest was given a bespoke branded holdall in which they would find cocktail cards, a Dewar’s ‘wee book’, the blend they had created and bottled during the event, a Bobby Burns cocktail traditionally wax sealed and embossed by hand, and a nip of the recognisably rich and creamy dram that is Dewar’s 12. 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 he led the guests through bespoke sets designed to bring the brand and its story to life in each space. 

Within the UK, The RAWK Agency delivered locations, logistics, ambassadorial support and event management - providing the cast and crew to make the entire production possible. Our longstanding relationship with the Dewar’s brand and the knowledge that has given us, teamed with our acute understanding of the value of experience, meant that we were also an integral part of the content development team within the wider European project group. Helping to script interaction and engagement moments and providing members of our ambassadorial teams to lead sessions across Europe, we ensured every guest left with a true connection to the incredible and ongoing legacy of the Dewar’s brand and a greater understanding of the products themselves.  

Whether it was perfectly managing the activations to ensure no two groups ever met within the space, or taking the entire activation, set included, to the seventh floor of the Hotel Gotham, Dewar’s Hotel ran without a hitch. We are incredibly proud of our team for once again going above and beyond for our clients to ensure that every detail was covered and ensuring that guests were given an experience that will live long in their memory. 


Here's what our client had to say about their experience of working with The RAWK Agency:

‘’The whole RAWK team have been brilliant throughout the entire project. We have asked a lot of them and they have delivered! From simple things such as arranging lunch through to flying to another country to get a view of the fixed assets, interviewing actors, working on Bank Holidays…we couldn’t have asked for more. Positive throughout and I always felt like they had the best interest of the activation at the heart of all they did.’’

Jessica Leuty - UK Activation Manager: Dewar’s Blends & Malts, Martini & St Germain


If you would like to find out more about what we do or, if you think we can help your brand, please don’t hesitate to get in touch