Dewar's White Label - It never varies

DEWAR’S TRUE SCOTCH PRESENTS DEWAR’S WHITE LABEL. 'It's known throughout the world as the whisky that never varies. Some things never change. It never varies.' STEPHEN MARSHALL MALTS MANAGER. Dewar’s White Label became Dewar’s most successful blend, and that was launched at the end of the 19th century here in London. JACQUI SEARGEANT SENIOR ARCHIVIST. AJ Cameron was our very first Master Blender, and he created White Label in 1899. It was like a new whisky for a new century, and as a blend it really resonated with people and it was a huge success. So it was exported all over the world.'Dewar's White Label' The White Label label has changed very little over the years, and this is the oldest bottle that we have in the archive. There’s many features that continue right the way from the very beginning, for example, the coat of arms, and also the medals that we’ve been awarded have always been an important feature. STEPHANIE MACLEOD MASTER BLENDER . Now the legacy that AJ Cameron produced has endured throughout the years into the 21st century, and what makes Dewar’s White Label special is its character. So we get the honeyed sweetness coming through, we get the hints of heather, and we get the little bit of peat smoke coming through at the end. The key to the success of White Label is that we have maintained the flavour profile across the years – from blender to blender, the recipe has been handed down. If AJ Cameron ever came back and picked up a dram of Dewar’s White Label, he would recognise it as his own.