DEWAR'S Sponsorships Antarctic Expedition Led by Founder's Descendant
News related to:DEWAR'S · 2 min read
HAMILTON, Bermuda, Oct. 13, 2026 /CourierPR/ -- DEWAR'S, the World's Most Awarded Blended Scotch Whisky, has announced its sponsorship of The Onwards Expedition, a modern Antarctic journey led by Max Worsley, a direct descendant of the brand’s founder, John Dewar. This expedition, inspired by the legacy of Worsley’s late father, renowned polar explorer Henry Worsley, aims to celebrate a pioneering spirit that has been passed through generations and continues to inspire exploration today.
Max Worsley and his expedition partner, Martin Nesse, will embark on a two-month journey across Antarctica, covering an impressive 1,349 kilometers. The expedition will begin at the edge of the continent north of Berkner Island and conclude at the Geographic South Pole. Participants will face extreme conditions, including temperatures as low as -40°C, winds of up to 100mph, and a climb to more than 2,800 meters above sea level. This journey is not just a physical test but also a platform for storytelling, education, and digital engagement, aiming to inspire a deeper connection with the natural world and encourage a new generation to embrace exploration and discovery.
The partnership between DEWAR'S and The Onwards Expedition reflects the brand's enduring 180-year legacy of innovation, adventure, and discovery. Founded in 1846, DEWAR'S grew from a small wine and spirits merchant shop in Scotland into one of the world's most celebrated Scotch whisky brands. The journey of Max Worsley, a sixth-generation Dewar family member and the great-great-grandson of the brand’s founder, embodies the spirit of innovation and exploration that has defined DEWAR'S since its inception.
To mark the partnership, DEWAR'S recently welcomed Max to its distillery and spiritual home in Aberfeldy for the first time. During his visit, Max explored his family connection to the brand and participated in a new film that documents his journey. The film, released today, features conversations with DEWAR'S Global Heritage Manager Jacqui Seargeant and draws on historical archives, personal reflections, and family stories to uncover the unique ties between the Dewar and Worsley families. This film forms part of DEWAR'S ongoing "Here's to the Story" platform, which celebrates the people, experiences, and moments that shape who we are and the stories we carry forward.
The expedition will depart in November, with content captured throughout the journey and shared across The Onwards Expedition and DEWAR'S digital channels. Max and Martin are expected to return in late January 2027.
DEWAR'S, part of the portfolio of Bacardi Limited, currently employs approximately 9,000 people and operates production facilities in 11 countries and territories. The company's portfolio comprises more than 200 brands and labels, including BACARDÍ rum, PATRÓN tequila, GREY GOOSE vodka, and other leading and emerging brands. Founded more than 162 years ago in Santiago de Cuba, Bacardi Limited continues to expand its global presence, with its brands sold in more than 160 markets.
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