The best selling premium Scotch brand in the United States is getting a face-lift from an unlikely source.
Dewar's Blended Scotch Whisky turned to famed rock-and-roll photographer Danny Clinch to help showcase their packaging redesign.
Clinch began his career as an intern for famed photographer Annie Leibovitz and has gone on to photograph some of the biggest names in music. He has since photographed musicians such as Johnny Cash, Bruce Springsteen, Tupac Shakur, The Smashing Pumpkins, Blind Melon, Dave Matthews, Phish, and Björk.
Clinch's photographs have appeared in publications throughout the world, including Vanity Fair, GQ, The New Yorker and Rolling Stone.
"Photographer Danny Clinch epitomizes the Dewar's man, and we're so impressed with the way he captured the new bottle design through his lens," said Dewar's Vice President, Brand Managing Director, Fannie Young.
For the first time in the company's history each Dewar's brand has been redesigned. Each blend was created with its own silhouette and design aesthetic. The company says they did the redesign to make their products look like they belonged to a "tight-knit family."
"I was very inspired by the shape of the new DEWAR'S bottle, and the way the curved edges resemble the shape of a guitar," said Clinch. "I tapped my personal style and influences from the music world for the shoot.'
The Dewar's collection includes: DEWAR'S WHITE LABEL, DEWAR'S 12 Years Old, DEWAR'S 18 Years Old and DEWAR'S SIGNATURE.
In an example of function meeting art; Clinch brought a guitar, harmonica and vintage speakers to the shoot.
"[It] allowed me to capture the striking new bottle in a visually stimulating and exciting environment," Clinch explained.
While the bottles contain the same blended Scotch whiskies, the company says the new design better emphasizes the artistry and craftsmanship of their product.
"We're thrilled to unveil Dewar's modern new exterior, as it fully captures the energy and vigor that defines the brand," said Young.
The Dewar's new packaging will be available on shelves in August of 2010.
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