Dewar's Scotch whiskey is one of the most famous alcoholic brands in the world today. Founded in 1846, John Dewar & Sons has made its product popular with both the common people and royalty. The main merit in this belongs to the youngest son of the founder of the brand - the talented Thomas Dewar, who made the whole world learn about Scotch whiskey.
The fact is that in England at the end of the century before last, this drink was practically not drunk. Brandy, rum and gin were much more in demand. It was then that Thomas Dewar, responsible for product promotion, resorted to a cunning and very effective method. He hired fake customers who went from bar to bar and ordered exactly Dewar's whiskey. After some time, Thomas himself visited each of these bars with a proposal to conclude a contract for the supply of a drink. Of course, the owners of the establishments willingly agreed to his terms.
On this, the tricks of the younger Dewar were not exhausted. In 1891, he sent a barrel of Dewar's whiskey as a gift to US President Benjamin Harrison. The American press immediately accused the president of not supporting national manufacturers. The resonance was so great that whiskey sales immediately jumped up. Well, Tommy Dewar remembered for a long time about this effective and at the same time incredibly cheap advertising of his brand.
Over the following years, thanks to Thomas Dewar and his talent as a marketer, Dewar's turnover increased 10 times. In addition, she became the official whiskey supplier for the royal courts of Great Britain, Spain and Sweden.
Today Dewar's is the most titled whiskey in the world. He has more than 80 different awards to his credit. But if not for the mind-blowing marketing of the younger Dewar, we might never have known about this wonderful drink.