Whisky Focus - Drambuie Surprise Yourself Competition

Drambuie Encourages Customers to Surprise Themselves

As one of the nation’s most iconic drinks brands, The Drambuie Liqueur Co. has joined forces with tourism body VisitScotland to promote its new summer campaign which invites visitors to ‘Surprise Yourself’ and discover the best of Scotland and its hidden gems.

The exciting new partnership will include an exclusive bottle collarette promotion, giving Drambuie drinkers the chance to surprise 11 friends by winning a luxury weekend away at the stunning five-star Blair Castle.

Will Birkin, UK Senior Brand Manager for Drambuie Liqueur, commented: "The VisitScotland campaign is a natural fit for Drambuie. The partnership firstly reinforces our Scottish heritage that we are hugely proud of. Secondly it gives us an excellent opportunity to challenge customer perception of Drambuie as an after-dinner drink and surprise themselves by experiencing it in a cocktail or long drink. Long drink creations such as the Drambuie Ginger Nail are perfect for those looking for a refreshingly complex and unique taste in their summer drinks."

Widening Drambuie’s appeal beyond the traditional festive season is a key element of the brand’s ongoing business development, with the focus on long drinks in summer months now playing a crucial part of its ongoing marketing strategy.

In May, the Drambuie Pursuit will dare teams to follow in the footsteps of Bonnie Prince Charlie’s flight across Scotland to Skye. Set against a backdrop of some of Scotland’s most breath taking scenery, the high octane race is packed with a number of adrenalin fuelled activities including buggy racing, rock climbing and white water rafting.

Summer 2011 will also see Charlie’s Drambuie Nail Bar attend some of the UK’s high profile festivals including Rockness, Lovebox, the Big Chill and Bestival, creating an ultimate chill out area by day that is transformed with live DJs into one of the most popular late night sessions of the festival circuit.

Will Birkin continued: "Charlie’s Bar and the Pursuit are both important vehicles for us to speak directly to customers, encouraging them to live life to the full and ‘Nail the Impossible’. VisitScotland’s surprising campaign reinforces this message."

The ‘Surprise Yourself’ collarette promotion will be in stores throughout the summer campaign, stretching from April to September. The prize gives one winner and guests the chance to live like a laird, enjoying exclusive use of the luxury 12th century castle, complete with four poster beds and award-winning personal chef to prepare all meals. The winner and friends will also get the chance to compete in a private Highland Games set in the castle 400 acres of wooded grounds.
 

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