On Sunday, June 8, Dewar’s teams up with French crystal maker Baccarat to offer a unique speakeasy experience at the 78th Tony Awards, held at Radio City Music Hall, New York City. This event, often dubbed the Oscars or Grammys of theater, will welcome A-list guests — nominees, past winners, presenters, and celebrities — to enjoy custom cocktails made with Dewar’s whisky, served in exquisite Baccarat crystal glassware.
Brand Vision & Strategy
Brian Cox, Bacardi’s Global VP of Scotch Whisky, explained the partnership reflects Dewar’s “Telling the Story” campaign to modernize whisky and highlight it as a multi-sensory experience. The collaboration emphasizes whisky’s evolving “new luxury,” centered on immersive experiences rather than just ownership.
Cox noted the synergy between whisky and theater—both rich in storytelling and sensory engagement—making the Tonys an ideal platform for Dewar’s to present its contemporary brand identity.
Cocktails & Glassware
Guests at the speakeasy will sample three cocktails crafted with Dewar’s Double 21 Year Old Oloroso whisky:
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Golden Cue: Apricot liqueur, syrup, fresh lemon, and pineapple juice; served in a Baccarat Mille Nuis Coupe glass.
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Act One Apéritif: Oloroso sherry, Tempus Fugit banana cream, golden syrup, vermouth; inspired by a Sazerac, served in a Talleyrand Coupe.
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The Revival: Red wine vanilla syrup, PX sherry, Bitterman’s Xocolatl Mole bitters; served in a Harmonie Tumbler.
Lindsay Gorton, Dewar’s U.S. Brand Manager, emphasized careful pairing of cocktail flavors with Baccarat’s glassware to enhance the sensory experience, aiming to surprise guests with Scotch in innovative cocktail formats.
Experience Economy & Cultural Relevance
Dewar’s aims to redefine Scotch whisky by offering novel tasting experiences that appeal to new audiences, moving beyond traditional neat consumption. The speakeasy embodies this shift, encouraging guests to explore Scotch’s complexity in fresh, unexpected ways.
Access Beyond the Awards
While the cocktails are served at the speakeasy before the ceremony and after the red carpet, the public can enjoy these creations at the Grand Salon, Baccarat Hotel New York, through June 15.
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