• by Steve Smith , Staff Writer, June 27, 2025

Golf is back! Prior to the great lockdowns of 2020, interest in the sport appeared waning. But the hunger for safe outdoor spaces and then the rise of golf-adjacent platforms like Top Golf, reinvigorated interest. Dewar’s has always had a natural affinity to the sport, but even the brand’s steward, Global VP of Bacardi’s Scotch Whiskey division admits that the brand has to overcome its identification as your grandfather’s whiskey. On this week’s Brand Insider, Brian Cox explores his deep integration with golf sponsorships as well as the challenge of marketing a legacy to younger demos. Both jobs are a bit like making fine whiskey, it turns out. They take time and patience. You can listen to the entire podcast at this link.