European Breweries History: John Dewar & Sons
The home of DEWAR'S is the town of Aberfeldy in the highlands
of Scotland, where John built his distillery in 1899. The unique distillery was
built to produce the distinctive malt whisky that forms the heart of the
DEWAR'S WHITE LABEL blend to this day.
DEWAR'S association with the Highlander can be traced back to
1886 when Thomas Dewar, finding himself isolated in a remote stall at
a brewer's exhibition in Birmingham, employed a piper in full Highland
dress to play the pipes and draw attention to his stall. The Highlander
went on to be featured in a number of marketing activities, but the most
memorable came in 1911 when Dewar erected "the largest mechanical sign
in Europe" -- a massive neon Highlander on a London Embankment.
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