Drambuie ad backs redesign

22 January, 2010

Drambuie is being backed by a new TV and print ad campaign as part of a three-year rejuvenation strategy for the brand.

The liqueur is also being given a packaging overhaul.

The UK is one of a number of major markets that will benefit from the global ad campaign? The Spirit Lives On, designed to emphasise to consumers that the liquid remains unchanged despite the bottle redesign.

The change is aimed at encouraging a wider range of Drambuie serves.

Marketing director Miranda Rennie said: “While the bottle is something of an icon, it was so heavily associated with after-dinner liqueurs that we took a radical approach to the design.

“The aim of the marketing campaign is to leverage the bottle relaunch to reinforce our brand values and position.”




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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