Whisky Focus - Cafe Drambuie At Edinburgh Airport This Festive Season

William Grant & Sons Scotch whisky liqueur, Drambuie, has joined forces with Edinburgh Airport and Avolta to unveil the latest rendition of Café Drambuie. Operating from November 1st until January 2nd, 2024, this promotion inhabitsravellers can find Café Drambuie in a prime spot beyond security, adjacent to the Departures World Duty Free store, it will be showcasing the renowned Drambuie Iced Espresso within a laid-back 'whisky-infused café' atmosphere.

Café Drambuie was crafted collaboratively by William Grant & Sons Global team and the specialised travel retail communications agency HRG (part of the Altavia Group), this premium café bar concept features a distinctive sampling bar. Here, expertly attired Drambuie brand ambassadors don barista uniforms, offering a unique experience alongside prominent branding, point-of-sale displays, and cocktail recipe cards for takeaway.

Traversing adults passing through Edinburgh Airport can savour a taste of the Drambuie Iced Espresso and seize the opportunity to purchase a bottle of Drambuie—ideal for gifting this holiday season. The brand aims to alleviate the holiday hosting pressures by enlightening adult travellers about indulgent coffee cocktails and scrumptious recipes, all accessible on the Drambuie website for their next soirée.

Backing this activation is an out-of-home marketing campaign slated to kick off in December '23. It will spotlight the star attraction, the Drambuie Iced Espresso, in a festive backdrop, amplifying the allure of this signature serve.

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.

I you have no plans to travel you can make your own Drambuie Iced Espresso at home, you will find Drambuie available from specialist online whisky shops such as The Whisky Exchange and Master of Malt
 

• UK Shops
   
• USA Shops
   
• European Shops

Whisky Focus