This limited edition liquid, a partnership with two-Michelin-star chef Gabriel Kreuther and a new global campaign mark a premiumization of the category
Dewar’s Double Double 38 Year Old Sets a New Standard for Blended Malt Scotch Whisky
This limited edition liquid, a partnership with two-Michelin-star chef Gabriel Kreuther and a new global campaign mark a premiumization of the category
Many generations of whisky drinkers look to Dewar’s for its superlative reliability, passing down an appreciation for the scotch like an heirloom. With the recent release of the Dewar’s Double Double 38—a high-age-statement blended scotch whisky, with a flavor profile that’s certain to tantalize aficionados—the historic scotch producer has gone one step further and released an heirloom quality liquid. The limited edition Double Double 38 follows last year’s Double Double 37, an introduction to Dewar’s four-part Collector’s Series, which will continue with next year’s 39 and 2026’s 40. And the blend of each new release contains an allotment of the liquid released the year before.
Each of the four Double Double expressions will honor one of Scotland’s famed whisky-making regions. The Double Double 38 shines a spotlight on the Upper Highlands thanks to a finishing process in an ex-Pedro Ximenez sherry cask that previously held Royal Brackla Single Malt Whisky, one of the covetable heart notes of Dewar’s. The result is an flavorful bouquet of notes familiar to Highland scotch drinkers—floral and citrus aromas; vanilla and almond initially on the palate, with lingering notes of fig and plum, as well as a lengthy finish of creamy dark chocolate.
As with the 37, the 38 marks an ambitious step into premium categorization for a scotch producer known for its accessibility. A first sip affirms that these efforts are successful, beyond expectation. “With our Dewar’s 38-Year-Old Blended Malt, we are exploring one of the many futures of blended scotch—a category that is premiumizing and evolving with the times,” Dewar’s Vice President North America, Brian Cox, tells COOL HUNTING. “Our unique four-stage aging process elevates the whisky’s complexity by expanding the depth but also breadth of flavor notes that are traditionally found in scotch whisky.” This process was devised by Dewar’s award-winning master blender, Stephanie Macleod—who, this year, was named Master Blender of the Year by the International Whisky Competition for a record-breaking sixth consecutive time.
To underscore the excellence of Dewar’s Double Double 38, the house partnered with Gabriel Kreuther, the two-Michelin-star chef of an eponymous Manhattan restaurant. Kreuther, a Dewar’s drinker himself, utilized drops of the 38 within custom chocolates—designed to be enjoyed alongside the rare whisky, or savored alone. The collaborative chocolates are currently available online now—as a box of 19, or in sets of six.
It was at Gabriel Kreuther Restaurant that we first tried the Dewar’s Double Double 38, alongside a pairing menu designed by the chef to accompany various Dewar’s releases, some woven into imaginative, unexpected cocktails. Throughout the evening, we explored the ways the notes of world-class cuisine and whisky could converse. For many, the ease, and excitement, and the learning behind it all—that Dewar’s (and blended scotch whisky) could harmonize with the courses of a Michelin-star meal—came as a welcome surprise.
“This release makes Dewar’s a standout innovator in the luxury whisky segment, and it reflects the same dedication to craftsmanship and whisky exploration as our recently launched ‘Here’s to the Story’ brand platform,” Cox continues, acknowledging the brand’s global campaign, which was unveiled this October. “It celebrates the richness of our traditions while inviting whisky lovers to savor and enjoy new moments of discovery.”
“Here’s to the Story” warrants attention for one primary reason: it acts as a bridge between the Dewar’s identity of the past (where everyone has a place at the table to forge a memory) and their commitment to the present and future (underscoring their impeccably crafted and sought after scotch). “‘Here’s to the Story’ is more than just an ad campaign; it’s a long-term vision and brand belief to connect with the modern whisky drinker, Misha Semiz, Dewar’s global brand vice president, tells us. “It’s a celebration of the rich, authentic heritage of Dewar’s and the meaningful moments behind every pour—embracing both history and the untold stories waiting to be made. For those just discovering Dewar’s, it means becoming part of a legacy rooted in craftsmanship and the appreciation of life’s enriching discoveries.”
Of course, “Here’s to the Story” also honors the brand’s 180 years of history—during which time Dewar’s helped to popularize scotch whisky on a global scale. To watch the campaign’s filmic centerpiece—which features drone footage of a sprawling table, stretched across a verdant, mountainous landscape, with people settling in to enjoy a dram of Dewar’s—is to understand their mission and the way it focuses on shared experiences.
“The individuals chosen for ‘Here’s to the Story’ reflect today’s modern whisky drinker—one who shares the curiosity, and authenticity that defines the Dewar’s brand,” Semiz continues. “They represent a range of people but all share a desire to make the most of life, sharing their enriching moments of discovery with the people around them. Each story speaks to a unique journey, capturing a spirit of discovery that mirrors Dewar’s own approach to whisky-making.” Altogether, the campaign, the partnership with Kreuther and the Double Double 38 work in concert to set high expectations for the next chapter of Dewar’s.