Ian Buxton: The enduring legacy of Dewar`s

A company history

The rags to riches story of John Dewar & Sons is probably the most colourful of any whisky company, largely owing to the remarkable talents of John Dewar`s two sons, John Alexander Dewar (who finished as Lord Forteviot) and his brother Thomas (who was created Lord Dewar of Homestall) - and as such provides a fascinating insight into the Scotch whisky industry during its formative and most colourful era. The Dewar`s story is also a benchmark study in the history of advertising and marketing, in which dark arts Tommy Dewar was a pioneer. If you don`t advertise you fossilise, was one of his aphorisms, as were advertising is to business what imagination is to poetry and keep advertising and advertising will keep you. In this extensive company history, leading whisky writer Ian Buxton tells the story for the first time, building on unique access to the Dewar company archives and bringing the story from the firm`s foundation in 1846 right up to the present day. To quote Charles MacLean`s Foreword, `This is not only a beautiful book, it is engaging and informative`.