Dewar, the main brand of Scotch whiskey produced by United Distillers UK, and the U.S. leader in the Scotch category with 15% market share in the face of a declining market among traditional consumers of spirits. Given the growing social, legal and regulatory opposition to drinking in the U.S., market opportunities were limited. In addition, drinking alcohol preferences have moved from the lighter, lower alcohol such as wine, wine coolers, and beer. In early 1993, Dewar U.S. importer, Schieffelin and Somerset, in collaboration with long-time brand's ad agency Leo Burnett, began to explore the possibilities for positioning in a Dewar flask with young people. Moving Dewar was necessary for a brand to remain viable in the long term. Its existing customer base was aging, and younger drinkers drink Scotch were consuming less. The question is how to update the brand image to attract young consumers. Brand manager faced with the decision of the planning strategy of positioning or "recruitment" campaign for the brand. "Hide
by Alvin J. Silk, Lisa R. Klein Source: Harvard Business School 29 pages. Publication Date: March 22, 1996. Prod. #: 596076-PDF-ENG
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