Sheridan&Co Design global merchandising strategy for Dewar’s

Retail design specialist Sheridan&Co has created the global travel retail merchandising strategy for Dewar’s whisky.

Sheridan& Co was appointed by brand owner Bacardi to create the merchandising guidelines after a three way pitch last year. The guidelines will be used by the brand and its global network of suppliers to ensure visual consistency.

The guidelines cover all merchandising furniture and promotional spaces used by the brand in travel retail, creating a strong, consistent presence across all markets. The new merchandising system designed by Sheridan&Co will communicate the premium qualities of Dewar’s to elevate its visibility and impact within the category.

Sheridan&Co has designed a concept gondola and wall bay and created a toolkit that will anticipate all variables for the brand. The new merchandising will roll out to all markets and will support the recent relaunch of Dewar’s with a strong consistent vision in travel retail.

Sheridan&Co has taken inspiration from Dewar’s new branding using the combination of gold and the unique D-Wave as a starting point for the furniture design. The silhouette of the D is formed in slatted wood creating a focal point to the units. Behind it is a light box shining through Dewar’s liquid graphic.

Central to the scheme is a premium material palette of American walnut, brushed and polished golds, opal acrylics and glass combined with a unique lighting treatment to create a sophisticated, modern, masculine look.

Michael Sheridan, CEO and Founder of Sheridan&Co, says: ‘The brand has uncompromisingly high standards echoed in the choice of materials and the extensive attention to detail in the design and technical specification. All these elements combine to position Dewar’s as a self-confident brand, which is both forward thinking and well grounded by its heritage.’

Trent Russell, marketing director for Bacardi Global Travel Retail, adds: ‘Dewar’s believes in making full, well-rounded whiskies that are enjoyable to drink. It is this well-rounded taste which was the inspiration for the recent new Dewar’s packaging design. Sheridan & Co have created guidelines which embrace this new design and reflect it across our merchandising assets, creating a consistent, sophisticated and premium look which mirrors our brand qualities.’

The Sheridan designed system will be rolled out by Dewar’s over a two year period starting with Asia.



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