William Grant & Sons has announced details of a marketing activation for the Drambuie brand, centred around a serve that blends the liqueur with coffee.
‘A Taste of the Unexpected’ comprises a 30-second spot that has been running in Portugal since last month ahead of a wider airing in markets including the UK and US from this week. Specific details about which platforms the ad will run on were not disclosed by the brand owner.
The campaign features a serve dubbed the Drambuie Iced Espresso, comprising the 40%-ABV scotch whisky-based liqueur with espresso and ice, in a scene designed to convey a “sophisticated and premium feel”. According to William Grant, which acquired Drambuie ten years ago, the brand has not been the subject of a global campaign since 2012.
Four weeks ago, the privately-owned company agreed a deal to buy blended scotch The Famous Grouse from Edrington for an undisclosed fee. Also included in the transaction is fellow blend Naked Malt.
