Drambuie wants to attract younger drinkers

Drambuie wants to attract younger drinkers

Drambuie has launched a TV and cinema advert to attract younger consumers to its namesake whisky liqueur.

“The Extraordinary Bar” will air in core markets Scotland and Greece from this month and roll out internationally next year, Drambuie said today (11 October). No financial details were released.

The 40-second spot, which can be viewed below, is mostly black and white with a surrealist edge, an atmosphere Drambuie believes will chime with a fresh audience.

“(The ad) has taken Drambuie in a bold new direction to attract a new generation of drinkers,” said Drambuie global marketing director Tim Dewey. “We wanted to create something that captivates our audience.”

In an interview with just-drinks last month, Drambuie CEO Michael Kennedy said he will not abandon financially-stricken Greece, which used to be the company's second-biggest market behind the US.