How DEWAR’S Whisky’s experiential drive finds resonance with its discerning consumers

In conversation with Adgully, Srishti Sharma, Brand Representative for DEWAR’S Whisky, Bacardi India, shares the intricate process of curating innovative premium whisky experiences tailored for discerning consumers. DEWAR’S, renowned as the World’s Most Awarded Blended Scotch, places consumer insights at the core of their strategy, especially in a booming whisky market like India. The evolution of the Indian whisky consumer’s preferences towards elevated drinking experiences has paved the way for DEWAR’S to craft unique and memorable events, particularly for occasions like World Whisky Day. Sharma shares details about these events, highlighting the blend of traditional craftsmanship with modern creativity, and the integration of cultural elements that resonate deeply with Indian consumers. She also sheds light on the strategies employed to elevate premium whisky experiences and the vital role of consumer feedback in shaping future events.

Could you walk us through the process of curating these innovative whisky experiences for World Whisky Day? What are some of the key elements you focus on to ensure these events are unique and memorable?

At DEWAR’S, we keep consumers at the heart of everything we do & lean on consumer insights to develop engaging programs for our discerning consumers.  India has grown into one of the largest global whisky markets in recent years, & Scotch is considered the epitome of whiskies. We have further seen the preferences of the new age Indian whisky consumer trend towards discovering new elevated drinking experiences. Thus, we saw an opportunity with World Whisky Day to introduce consumers to a unique way to experience DEWAR'S as the World’s Most Awarded Blended Scotch.

Following this approach, this May we introduced an extensive lineup of experiences to celebrate World Whisky Day, offering consumers an elevated experience of whisky appreciation with DEWAR’S. Our array of novel experiences included bespoke blending sessions, an exclusive DEWAR’S Double Double Dinner, highball nights, bar takeovers, and jazz nights, which showcased the versatility of DEWAR’S whisky blends and their associated drinking experiences.

The first in this series was an expert-guided whisky appreciation session held at New Delhi’s iconic artisanal bar Sidecar, a three-time #1 Ranked Bar on the India’s 30 Best Bars list. We also hosted the exclusive, invite only DEWAR’S Double Double Dinner, where attendees had the chance to sample a variety of whisky creations made with the super-premium DEWAR’S Double Double range, alongside specially curated food menu pairings. We further organised bar takeovers and jazz evenings to bring together DEWAR’S distinct flavours with unique cultural settings at partner locations across the country, ensuring each event was a genuine reflection of the artistry that defines our brand. Together, we curated a series of over 15 unique experiential events across Mumbai, Delhi, Bangalore, Jaipur, and Gurgaon, that captured the spirit of World Whisky Day for our Indian audiences.

How does DEWAR’S blend traditional craftsmanship with modern creativity in these events? Could you provide some specific examples from the experiences?

At our experiential events, we curated a variety of immersive experiences that allowed attendees to appreciate the over 100-year-old tradition of DEWAR’S blended Scotch whisky. One of the most innovative of these experiences is the DEWAR’S whisky appreciation sessions, which enable attendees to immerse themselves in the art of whisky blending and appreciate the nuances of whiskies with different characteristics and flavour notes that resonate with their palate. Led by our Brand Ambassadors, these sessions guide attendees through the rich legacy of DEWAR'S Scotch and educate them on the various types of whiskies.

We also highlighted DEWAR’S luxury collection, the Double Double range (Aged 21, 27, 32 years) through a curated paired dinner experience, to highlight the complexity of the whisky. Through a marriage of culinary artistry with DEWAR’S whisky notes, we took attendees on a harmonious tasting journey over the course of the exclusive evening.

What strategies does DEWAR’S employ to elevate premium whisky experiences in India, and how do these strategies cater to the evolving tastes and preferences of Indian consumers?

As we often mention, adopting a consumer-centric mindset is essential to our planning process. We’ve noted that the tastes and preferences of Indian consumers have actively been evolving when it comes to the whisky segment in recent years, as Indians choose to drink less but drink better and move towards choosing more premium whiskies for an elevated drinking experience.

Over the past two years, we’ve crafted a variety of premium whisky experiences tailored specifically for this new age Indian consumer, aligning with their evolving cultural tastes. Our approach goes beyond traditional whisky tastings, and offers rich curated experiences that provide a holistic and fulfilling drinking experience. These experiences incorporate unique and unconventional ingredients and sensorial elements to enhance whisky appreciation, while also integrating cultural nuances such as music, art, and culinary offerings into the journey. Through this combination, we aim to elevate the overall experience and connect with the diverse and evolving passion points of whisky enthusiasts in India.

How do you incorporate cultural elements into these events to make them resonate more with Indian consumers? For instance, what inspired the idea of pairing jazz music with whisky?

Our experiences are designed with a deep understanding of consumer preferences and cultural connections. We use these insights to craft innovative and premium experiential programs that truly stand out in India's whisky culture. In 2024, we are leveraging the classic connection between jazz and whisky through dedicated jazz evenings at one of our premium partner outlets, which appeal not only to existing whisky enthusiasts, but also serve as an interesting introductory space for new whisky consumers to explore and indulge in the shared interests of music and premium spirits. By bringing together these relevant cultural touchpoints, we are creating a suite of DEWAR’S events that each have a multifaceted significance and appeal to audiences.

Could you elaborate on the different consumer touchpoints DEWAR’S has explored so far? Which touchpoints have been the most effective in engaging with Indian consumers?

We have explored a variety of popular as well as niche consumer touchpoints through DEWAR’S experiential activations, including experiential art, visual art, theatrical and musical performances, jazz music, and most recently, whisky appreciation experiences.

Additionally, we also host intimate dinners, where guests can experience the fine blend of DEWAR’S with specially curated cuisines. Each of these resonate with different sections of our audience, while also inviting other whisky enthusiasts to explore these new areas of interest.

What insights have you gathered about Indian consumers’ preferences through these curated events? How do these insights influence your future strategies?

The feedback and response to the various types of DEWAR’S activations helps us learn a lot about consumer preferences. Through our various programs hosted at our partner outlets across India, we are able to better understand and connect to consumers in their preferred spaces. The insights we gain from our programs help us not only improve our plans for the future, but also let us identify new areas we can explore to conceptualise innovative whisky experiences for our consumers.

How important is consumer feedback in shaping the future of DEWAR’S events? Can you share an example where consumer feedback led to a significant change or innovation in your events?

Consumer feedback is essential to our efforts, since consumers remain at the heart of everything we do. We carry out consumer surveys and observe ongoing trends to understand what consumers are looking for with regards to their drinking experiences, which allows us to understand and cater to those needs. In this manner, we are able to bring DEWAR’S and its associated drinking experience as the World’s Most Awarded Blended Scotch to the right audiences in ways that resonate with them, and learn from their response for our future activities.