Earlier than Instagram and influencer advertising and marketing, Tommy Dewar was branding cart wheels and sending whisky barrels to presidents. Dewar’s didn’t simply go international, it rolled its title into the streets.
The place Tommy Dewar as soon as relied on avenue stunts and sea-faring messages, the 30 Yr Outdated makes its mark differently, via age, craft, and a refined end. Leading to a product that takes the entire manufacturers unimaginable whiskies and unites them collectively for a real celebration of favor.
Launched in 2015 for the World Journey Retail market, Dewar’s 30 Yr Outdated ‘Ne Plus Extremely’ is a mix that leans into richness, age, and sherry cask affect. Matured for 3 a long time and completed in Pedro Ximénez casks, it delivers a layered dram that’s constructed for savouring over an extended interval of your life. Whether or not that be with family and friends is as much as you, however one of the best whiskies are those shared.
If Tommy Dewar taught the world something, it’s that good whisky deserves to be shared, and sometimes admired. For these curious to expertise that legacy in liquid type, a bottle of Ne Plus Extremely is at present obtainable by way of the Mark Littler store.
A Model Constructed to Journey
Lengthy earlier than “international model” grew to become a buzzword, Dewar’s was busy placing its title on every little thing from ashtrays to horse cart wheels. Tommy Dewar wasn’t simply promoting whisky, he was promoting an thought. One that would journey.
Within the late nineteenth and early twentieth centuries, he took Dewar’s on a whirlwind tour, ensuring the title caught, actually. The corporate even added branding to the wheels of supply carts, in order that “Dewar’s Whisky” can be stamped into the filth of metropolis streets. If that wasn’t daring sufficient, they despatched barrels to the U.S. President and tossed promotional messages overboard from ships, providing rewards to anybody who discovered one and bought in contact.
It wasn’t simply intelligent advertising and marketing. Dewar’s grew to become one of the recognisable names in blended scotch, carving out a repute not only for attain, however for consistency and high quality. So when the model determined to launch a 30 yr previous expression, expectations have been already sky excessive.
Ne Plus Extremely: A 30 Yr Outdated Dewar’s Mix with Actual Weight
Launched in 2015 as a World Journey Retail unique, Dewar’s 30 Yr Outdated wasn’t nearly age, it was about delivering one thing that lived as much as the model’s title. Formally titled Ne Plus Extremely – Latin for “the final word”, this was a mix crafted to indicate simply how refined Dewar’s might be.
The element whiskies have been blended first, then completed in Pedro Ximénez sherry casks, bringing depth and a contact of richness to the ultimate profile. You’re greeted with dried fruit, milk chocolate, and a velvety texture that feels extra elegant than heavy. It’s not attempting to overwhelm you; it’s attempting to impress you quietly.
For collectors, there was additionally a twist. At launch, a small run of 9 hand-numbered bottles got here paired with a 20cl taster, one thing to strive earlier than opening the full-sized one, or to maintain sealed fully. Both means, it added one other layer of exclusivity to a launch that already stood aside within the Dewar’s vary.
A Quiet Traditional from a Loud Model
I’ve usually thrown Dewar’s 12 Yr Outdated into blind tastings to see how individuals react to it. Very properly, it seems.
It’s a superb and reasonably priced blended whisky that has warranted an area in my whisky cupboard for years. After exploiting the Dewar’s vary over time, in addition to their single malts: Craigellachie, Glen Deveron, Aberfeldy, Aultmore, and Royal Brackla. You’ll be able to see the place these blends achieve the entire fantastic dexterity and uniqueness.
For an organization constructed on daring strikes and large statements, Dewar’s 30 Yr Outdated is remarkably understated. Sure, it’s bought a elaborate field and a beautiful bottle to pour it out of, however that’s what you need for one thing as celebratory as this. Some fanfare and a few the place spectacular for it to attend for you.
Ne Plus Extremely lives as much as its title with subtlety, construction, and simply sufficient swagger to remind you why Dewar’s has lasted this lengthy.
