Dubai airport Duty Free shops currently have 2 similar gifts with purchase. Dewars and Chivas whisky brands are offer similar trolley bags to go with the purchase of their products. A very convenient and useful promotional gift with a convenient handle. Pulls tags and accessories can be nicely customised.
Trolley bags come in many sizes, shapes, colors and can be customized with your logo to fit any travel or transportation need. Giving these in airports where travellers (esp. shoppers) might have more luggage makes sense.
Seems strange that this exact promotion is very much associated so much with Whiskey and not so much other products – see same blog on Hong Kong & using bags as promos.