Founded in 1896 by John Dewar & Sons, nearby the town of the same name in the Eastern Highlands; Aberfeldy sits on the south bank of the river Tay and the distillery takes its water from the Pitilie Burn. Often overlooked, Aberfeldy sells a mere 6,000 cases a year, even since being bought up by Bacardi in 1998, a century after production first began at the distillery. However, Bacardi has been, of late, auspiciously promoting the distillery and drawing consumer attention to Dewar’s White Label, widely recognised in the US as a premium blended Scotch whisky; White Label’s chief ingredient being Aberfeldy.
In 2008, Dewar launched the Whisky Challenge, a campaign conceived to increase brand recognition of White Label. The Whisky Challenge was based at various airports and involved a blind taste test, whereby travellers could compare it with other premium Scotch blends. Of late, annual production capacity has been increased to 3.5 million litres by the addition of new employees, a longer working week and shorter fermentation time. Today, the distillery only produces two official bottlings; these being a twelve year old and a twenty-one year old. The label features a red squirrel, a reference to a nearby woodland which plays host to a colony of rare squirrels.