Drambuie Reveals An Extraordinary New Direction

Drambuie Reveals An Extraordinary New Marketing Campaign

DRAMBUIE has premiered its exciting global marketing campaign: A TASTE OF THE EXTRAORDINARY with London getting the first glimpse of the international campaign.

The result of 12 months work and research on both sides of the Atlantic, the new creative territory marks a major departure for Drambuie as it drives forward to the next stage of its rejuvenation and aims to attract a new generation of drinkers. Building on the success of the new bottle design introduced in 2009, the campaign will be rolled out globally in 2012, with Greece, Chile and the UK introducing A Taste of the Extraordinary in 2011.

Developed by London-based creative agency Sell!Sell!, A Taste of the Extraordinary will challenge consumers to re-evaluate their perception of the brand as a drink choice, making it more accessible and appealing.

With an infinite, moonlit, monochrome landscape the Drambuie bottle and amber liquid is emphasised in sharp relief. Artistic influences from Dali to Escher have helped to inform this incredible, surreal landscape. The creative campaign brings an element of intrigue; crafting a new brand world that tempts consumers to explore and discover the depth and unique taste of Drambuie.

London residents and visitors will receive a preview of the new campaign in the run up to this Christmas, with posters appearing across the London Underground, along with 300 branded taxis in the eye-catching black and white zigzag design and bottle shot.

The photography commissioned for the new advertising campaign is by London based photographer John Ross. John is best known for his award-winning album artwork photography for the Pet Shop Boys, Manic Street Preachers, Spiritualised and DJ Shadow. Most recently he shot the striking Crouch, Touch, Pause, Engage in time for the Rugby World Cup Final.

What is DRAMBUIE?
It’s a unique blend of aged Scotch whisky, species heather honey and herbs, the Drambuie recipe was created more than 260 years ago exclusively for Prince Charles Edward Stuart of Scotland.

The first commercial production of Drambuie took place in Edinburgh 1909 and became popular internationally as it was taken abroad by the Scottish Regiments in the two World Wars.

In the USA post prohibition, it became synonymous with the classic cocktail The Rusty Nail. Today it’s enjoyed neat, over ice and as a long refreshing drink mixed with soda, ginger beer or ginger ale.

You can buy Drambuie Malt Whisky from:-