UK: Drambuie's GBP10m push for youth appeal
Scottish liqueur Drambuie is to embark on a GBP10m (US$18.6m) international marketing campaign to try to win over a generation of younger consumers.
The push, launched next month, is an attempt to shake off the brand's image as an after-dinner liqueur, drunk only by older consumers. Drambuie's sales have slumped since its 1970s heyday when it sold around 750,000 cases. Sales currently stand at around 350,000 cases.
Miranda Rennie, Drambuie's international marketing manager, said the campaign would focus on the brand's top 15 markets and particularly on its top three - the UK, the US and Greece.
She told just-drinks today (8 September) that the brand's management had been working on a "rejuvenation strategy" for the last 18 months under CEO Phil Parnell.
Rennie said: "Almost since the brand was first commercially sold, it's been very much celebrated as an after-dinner drink, as a short drink consumed over ice - but that's not a contemporary serve. We're not going to get new drinkers nor survive much longer if we promote the brand in that way."
She said Drambuie was being positioned to be drunk long and over ice and to appeal to active 25- to 35-year-old men.
The brand's UK marketing strategy will centre around the Drambuie Pursuit challenge to be held next April in which competitors run, cycle and raft around the Scottish Highlands.
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