Whisky guru Ian Buxton is behind a new book on the history of John Dewar and Sons Ltd

Jan 15 2010 Perthshire Advertiser Friday

AS creator of Dewar’s World of Whisky, there is not much Ian Buxton does not know about the Aberfeldy distillery or its spirited products.

However, when researching new book,The Enduring Legacy of Dewar’s the Pitlochry whisky guru and writer dug up some fascinating facts that surprised even him.

“There were definitely some surprises,” said Mr Buxton, who spent several years trawling through Dewar’s extensive archive.

“For example, Tommy, son of founder John Dewar, was responsible for the world’s first multimedia projection onto a big building, believe it or not, in 1898.

“It was onto the Pepper building, a skyscraper in New York, and featured Highlanders in kilts dancing around and drinking whisky.”

Other coups included the first full-colour advertisement in a UK newspaper – The Daily Record, in 1936 – and establishing a whisky distillery in Australia in 1928.

“They were great innovators these guys, particularly Tommy,” he said.

Dewar’s global archive manager Jacqui Seargeant said the book – launched yesterday at a lavish Aberfeldy function – had been commissioned to tell the company’s compelling story.

“We have a really good story to tell and this fantastic archive that the public don’t normally get to see,” she said.

The book, tracks the company’s progress from its 1846 foundation by John Dewar and subsequent expansion by sons John Alexander and Thomas up to present.

Delving into the archive was a labour of love for Mr Buxton, who stressed that heritage history was a crucial marketing tool for whisky brands, particularly in overseas markets such as the US.

“It’s incredibly important customers realise there are real people behind the brands, and sadly not every company understands that,” he said.

“While the archive is not quite a dusty cellar, there is lots of stuff on shelves and in cases – old bottles, labels, even royal warrants from our Royal Family and some from families overseas that don’t even exist anymore.

“The book brings it all alive, outlining how the company has battled through good and bad times, recessions and wars, and the loss of good people. What rings resoundly throughout the book though is the contribution of the Dewar’s family and the people who worked there.”

lThe Enduring Legacy of Dewar’s RRP £19.99 is now in bookshops.