Dewar's U.S. Open

The Context

Dewar’s White Label was slipping, and the brand needed to recruit millennial male drinkers into its 12, 15, and 18-year range to stay competitive. Golf was booming post-COVID, and Dewar’s stepped in as The Official Scotch Whisky of the U.S. Open.

The Insight

For this audience, golf isn’t just a sport, it’s a ritual where status, tradition, and shared moments matter. If Dewar’s could own the modern golf occasion, it could reframe aged Scotch as the go-to reward for Millennial males.

The Solution

We positioned Dewar’s the champion scotch-whisky of golf, architecting an omnichannel U.S. Open platform - from OOH to on- and off-premise activations that heroed its aged range and signature Lemon Wedge serve at every step of the fan journey.

The Results

Year after year, the program has deepened Dewar’s association with golf, driven strong depletions on its higher marque variants, and created an army of golf-first Dewar’s loyalists across media, retail, and on-premise occasions.