Our Goal Is To Transform Whisky Marketing Through Collaborations And Immersive Events

Vijay Dev, Category Lead - Consumer Marketing, Global Whiskies at Bacardi India, is at the forefront of redefining how brands connect with modern Indian consumers.

From tech-driven multisensory events and live jazz nights to exclusive collaborations with iconic musicians like Bryan Adams, Dev is shaping a new narrative for experiential marketing, elevating whisky into a cultural phenomenon.

In an exclusive chat with Loudest.in, Vijay Dev, Category Lead - Consumer Marketing, Bacardi India, discusses how he’s reshaping experiential marketing by blending whisky with culture through unique events and collaborations like Bryan Adams' tour.

Here are edited excerpts:

Q1.How is DEWAR’S redefining consumer engagement in India through immersive experiences, and what sets DEWAR’S Xperiences apart from traditional marketing efforts?

In recent years, we have witnessed a significant shift as consumers prioritize experiences over possessions, with entertainment-led engagement taking center stage. This evolution, driven by the rise of fandoms and the experience economy, is reshaping how next-gen drinkers engage with their favorite brands and beverages.

At DEWAR’S, we have embraced this evolution with DEWAR’S Xperiences — a platform dedicated to crafting immersive events that seamlessly blend music, art with elevated whisky moments. From live music tributes to meticulously curated cocktail pairings, these experiences are designed to resonate with a new generation of drinkers who seek meaningful, sensory-rich engagements. By prioritizing depth, discovery, and authenticity, DEWAR’S Xperiences has positioned itself firmly at the forefront of delivering unforgettable sensory engagements that go beyond traditional marketing – in the process, redefining how consumers connect with the brand, making every interaction a part of a larger, unforgettable experience.

Q2.With India’s rich cultural diversity, how do you tailor DEWAR’S activations to resonate with local audiences while maintaining the brand’s global appeal?

India’s incredible cultural diversity offers vast opportunities to connect with audiences in meaningful ways that celebrate the vibrant tapestry of traditions, food, music, and art through experiences that authentically resonate. Committed to delivering experiences that go beyond the ordinary with DEWAR’S Xperiences, we have been crafting moments that honor local sensibilities and connect with local audiences. From live jazz or rock nights and immersive, tech-driven events at DEWAR’S Stay Curious HQ to blending sessions with top mixologists, we have been elevating whisky culture in India’s evolving landscape with inspiring activations that not only celebrate India’s cultural richness but also align seamlessly with DEWAR’S global DNA of delivering premium, elevated whisky moments.

Q3.The Tribute to Bryan Adams Tour blends music with premium whisky experiences. How does such a collaboration enhance DEWAR’S brand story and consumer connection?

At DEWAR’S, we are always looking for evolving preferences of whisky appreciators in the country, innovating new ways to engage them in relevant ways. With DEWAR’S Xperiences, we are committed to blending the timeless appeal of popular touchpoints like iconic art, food and music with expertly crafted whisky moments. 

Recognising the growing influence of fandoms and the demand for multi-sensory engagement as highlighted in the 2025 Bacardi Consumer Cocktail Trends Report, we are excited about the launch of The Tribute to Bryan Adams Tour collaboration – which has been pivotal in inspiring discovery and foster deeper connections with this unforgettable celebration of India’s burning passion points paired with equally innovative and premium whisky moments. 

Q4.What role does creativity and craftsmanship play in aligning DEWAR’S with modern cultural trends, and how do these efforts shape the brand’s presence in India’s evolving lifestyle space?

By placing consumers at the heart of all our innovations, we continuously seek new touchpoints that allow us to engage in more relevant and meaningful ways. While these trends present the opportunity to connect with consumers by bringing them closer to sought-after experiences, it is with our spirit of creativity and craftsmanship that we seize this opportunity while also extending our brand’s positioning in relevant ways.For instance, as India’s lifestyle space evolves, we have observed a rising demand for immersive, multi-sensory experiences – a trend that we are leveraging with our repertoire of immersive activations right from DEWAR’S StayCurious HQ  to DEWAR’S Highball Challenge in Mumbai and New Delhi this year to high-impact collaborations such as the ongoing Tribute to Bryan Adams Tour spanning 7 cities and 55 gigs. Blending artistry with innovation, these efforts are not only meeting emerging consumer aspirations but also solidifying DEWAR’S as the leading brand that inspires discovery, fosters deeper connections, and remains a relevant part of India’s dynamic cultural fabric.

Q5.What is your vision for DEWAR’S Experiences in the coming years, and how do you plan to continue elevating whisky’s cultural presence through partnerships, events, and innovative consumer engagements?

Ever since its inception in 2023, DEWAR’S Xperiences has been at the forefront of crafting extraordinary moments that celebrate whisky in resonant, inspiring ways. Our Tribute to Bryan Adams tour is yet another milestone, blending India’s love for premium whisky with India’s love for iconic music. 

Looking ahead, we’ll continue to innovate and elevate whisky’s cultural presence in India, catering to touchpoints that resonate with today’s discerning whisky enthusiasts.