Dewar’s® Blended Scotch Whisky is announcing a vibrant transformation in the design of its portfolio. As the Dewar’s collection expanded throughout the brand’s history to include Dewar’s White Label™, Dewar’s 12 Years Old, D Dewar’s 18 Years Old and Dewar’s Signature, each marque was created with its own silhouette and design aesthetic.

With the redesign of the entire Dewar’s portfolio, the products now appear as a tight-knit family. Just as the four Dewar’s marques display a unified progression in taste, Dewar’s new look visually links the products together as one unit for the first time in the brand’s history. To launch the new packaging, the brand has worked with famed rock-and-roll photographer Danny Clinch, known for his iconic portraits and solid-gold album covers, to capture the new look on film.

The new design better emphasizes the artistry and craftsmanship that has defined the Dewar’s brand since 1846. Featuring perfect curves, tempting colors and a revolutionary style, the new Dewar’s look is thoroughly modern, cohesive and bold. With a vibrant color palette and innovative wave design, the new Dewar’s packaging engages the drinker by providing a visual window into the superior liquid inside. The bottle is emblazoned with the year of Dewar’s founding, 1846, as well John Dewar’s signature. In addition, the display features gold icons that represent the brand’s countless awards and accolades.

Clinch not only photographed the new Dewar’s portfolio, but will also serve as a Dewar’s Brand Ambassador. The Dewar’s new packaging will be available on shelves in August of 2010.