Modern Marketing

Drambuie looks to challenge customer perceptions with summer activity

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By The Drum Team | Staff Writer

March 22, 2011 | 3 min read

Drambuie has teamed up with VisitScotland to promote its newly launched summer campaign.

The partnership sees Drambuie launch a bottle collarette promotion, giving drinkers the opportunity to win a luxury weekend at five-star Blair Castle for themselves and 11 friends, with Drambuie brand manager Will Birkin saying: “The VisitScotland campaign is a natural fit for Drambuie. The partnership firstly reinforces our Scottish heritage that we are hugely proud of.”

The promotion is part of an attempt by Drambuie to widen its appeal beyond the traditional festive season, focussing on long drinks in summer months as a central part of its ongoing marketing strategy.

Further summer activity is to include the Drambuie Pursuit in May, daring teams to follow in the footsteps of Bonnie Prince Charlie’s flight across Scotland to Skye, and Charlie’s Drambuie Nail Bar attending festivals including Rockness, Lovebox, the Big Chill and Bestival.

Birkin said the summer activity gives the brand an “excellent opportunity to challenge customer perception”.

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“Long drink creations such as the Drambuie Ginger Nail are perfect for those looking for a refreshingly complex and unique taste in their summer drinks,” he continued.

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