Whisky liqueur brand Drambuie has teamed up with Edinburgh Airport and Avolta for the latest iteration of Café Drambuie.
Running from 1st November until 2nd January 2024, the promotion is in a prime post-security location close to the Departures World Duty Free store, highlighting the Drambuie signature serve – the Drambuie Iced Espresso – in a relaxed ‘café with a whisky twist’ setting.
The premium café bar concept was conceived in partnership between William Grant & Sons Global team with specialist travel retail communications agency HRG, part of the Altavia Group. The activation features a bespoke sampling bar – complete with knowledgeable Drambuie brand ambassadors in barista uniforms – and high-visibility branding and take-away cocktail cards.
Adult travellers through Edinburgh Airport have the opportunity to sample a Drambuie Iced Espresso and to purchase a bottle of Drambuie, the perfect gift to treat guests with this Christmas. The brand is hoping to take the stress out of hosting this festive season by educating adult travellers on indulgent coffee cocktails and delicious recipes they can make at home for their next dinner party, all of which can be found on the Drambuie website.
The activation will be supported by an OOH marketing campaign which will go live in December ‘23, featuring the hero Drambuie Iced Espresso serve in a festive setting.
According to William Grant & Sons’ Global Travel Retail Regional Director Rufus Parkinson, the Drambuie activation at Edinburgh Airport has already been a “resounding success”. “It’s a perfect lead-up to the festive season as the weather gets colder, appealing to both whisky fans and coffee lovers who are looking to try a new twist on our beloved classic liqueur,” he says. “We activated this campaign in 2021 across two locations, London Heathrow and with Scandlines in the Nordics, both of which were received very well, and we hope to see similar results here in Edinburgh and Buenos Aires this time around.”
Café Drambuie is also set to pop up in Buenos Aires Ezeiza International Airport from 29th November until 4th January 2024.
Gary Keogh, Global Brand Director says, ‘’Café Drambuie immerses our adult travellers into the wonderful world of Drambuie hospitality with an elevated café experience educating our travellers on how to drink Drambuie, showing them just how easy it is to make and serve our delicious coffee cocktails this festive season’’.
Parkinson also cites research indicating high likability and purchase intent in consumer testing from previous Café Drambuie executions*; noting “We know we have a winning serve which consumers love.”
The perfect Drambuie Iced Espresso serve:
50ml Drambuie, 50ml Espresso or strong coffee. Stir before drinking and pour or shake over ice. Being equal parts makes this drink even easier to prepare ready mixed in a jug or bottle. Then simply serve by pouring over ice or shaking up with ice for an extra chilled version.
Product details:
Drambuie, 1l (40% ABV), a blend of aged Scotch whisky, herbs, spices and heather honey. The story of Drambuie begins over 260 years ago in 1745 when it landed on Scottish shores, the secret recipe being under the guardianship of Bonnie Prince Charlie. The original recipe was carefully created for him by his Royal Apothecary and the Prince took to drinking a few drops of Drambuie every day for strength and vitality.
Years later, the Drambuie recipe was finally passed onto William Grant & sons and has since been kept in a secret location to preserve the legendary liqueur. Today, only three people know the recipe, one of who personally mixes each batch of Drambuie. This renowned liqueur has survived many years of conflict and travelled many miles to become a favourite amongst whisky drinkers and cocktail lovers.
Drambuie takes its name from Scots Gaelic ‘An Dram Buidheach’, translating to ‘The Drink that Satisfies’.
Drambuie offers drinkers an extraordinary taste experience, with a floral aroma complemented by sweet honey and complex spice notes with an indulgently smooth finish.
Tasting Notes
· Nose: A floral aroma with herbal overtones, notes of anise, orange peel and oak.
· Taste: Bold, rich sweet honey, with deep and complex spice notes
· Finish: Smooth
* Drambuie & Coffee Festival Sampling Survey 2021
