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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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