Before Instagram and influencer marketing, Tommy Dewar was branding cart wheels and sending whisky barrels to presidents. Dewar’s didn’t just go global, it rolled its name into the streets.
Where Tommy Dewar once relied on street stunts and sea-faring messages, the 30 Year Old makes its mark in a different way, through age, craft, and a refined finish. Resulting in a product that takes all of the brands incredible whiskies and unites them together for a true celebration of style.
Released in 2015 for the Global Travel Retail market, Dewar’s 30 Year Old ‘Ne Plus Ultra’ is a blend that leans into richness, age, and sherry cask influence. Matured for three decades and finished in Pedro Ximénez casks, it delivers a layered dram that’s built for savouring over a long period of your life. Whether that be with friends and family is up to you, but the best whiskies are the ones shared.
If Tommy Dewar taught the world anything, it’s that good whisky deserves to be shared, and occasionally admired. For those curious to experience that legacy in liquid form, a bottle of Ne Plus Ultra is currently available via the Mark Littler shop.
A Brand Built to Travel
Long before “global brand” became a buzzword, Dewar’s was busy putting its name on everything from ashtrays to horse cart wheels. Tommy Dewar wasn’t just selling whisky, he was selling an idea. One that could travel.
In the late 19th and early 20th centuries, he took Dewar’s on a whirlwind tour, making sure the name stuck, literally. The company even added branding to the wheels of delivery carts, so that “Dewar’s Whisky” would be stamped into the dirt of city streets. If that wasn’t bold enough, they sent barrels to the U.S. President and tossed promotional messages overboard from ships, offering rewards to anyone who found one and got in touch.
It wasn’t just clever marketing. Dewar’s became one of the most recognisable names in blended scotch, carving out a reputation not just for reach, but for consistency and quality. So when the brand decided to release a 30 year old expression, expectations were already sky high.
Ne Plus Ultra: A 30 Year Old Dewar’s Blend with Real Weight
Released in 2015 as a Global Travel Retail exclusive, Dewar’s 30 Year Old wasn’t just about age, it was about delivering something that lived up to the brand’s name. Officially titled Ne Plus Ultra – Latin for “the ultimate”, this was a blend crafted to show just how refined Dewar’s could be.
The component whiskies were blended first, then finished in Pedro Ximénez sherry casks, bringing depth and a touch of richness to the final profile. You’re greeted with dried fruit, milk chocolate, and a velvety texture that feels more elegant than heavy. It’s not trying to overwhelm you; it’s trying to impress you quietly.
For collectors, there was also a twist. At launch, a small run of nine hand-numbered bottles came paired with a 20cl taster, something to try before opening the full-sized one, or to keep sealed entirely. Either way, it added another layer of exclusivity to a release that already stood apart in the Dewar’s range.
A Quiet Classic from a Loud Brand
I’ve often thrown Dewar’s 12 Year Old into blind tastings to see how people react to it. Very well, it turns out.
It’s an excellent and affordable blended whisky that has warranted a space in my whisky cabinet for years. After exploiting the Dewar’s range over the years, as well as their single malts: Craigellachie, Glen Deveron, Aberfeldy, Aultmore, and Royal Brackla. You can see where these blends gain all of the wonderful dexterity and uniqueness.
For a company built on bold moves and big statements, Dewar’s 30 Year Old is remarkably understated. Yes, it’s got a fancy box and a wonderful bottle to pour it out of, but that’s what you want for something as celebratory as this. Some fanfare and some where spectacular for it to wait for you.
Ne Plus Ultra lives up to its name with subtlety, structure, and just enough swagger to remind you why Dewar’s has lasted this long.
Read the full article at This Dewar’s 30 Year Old Is Still the Ultimate Blended Scotch
