Page 8 - Drambuie Teaching Note

Parnell got distributors such as Bacardi in the Americas

and Suntory in Japan on board as distributors of

Drambuie. Together they were sharing their marketing

plans and implementing small teams to attract the 25- to

35-year-old professionals who will replace the white-

haired colonels.

The UK campaign was targeted at ten bars in each of six

cities including Edinburgh and Glasgow whilst London

had a whole campaign to itself.

It was a tactic that was repeated in the US and then rolled

out across the globe. The UK and US were Drambuie’s

must-win markets.

Research showed that one taste was never enough. To be

turned to Drambuie, a customer needed at least three.

So, over a three-weekend period on Thursday, Friday and

Saturday nights, Drambuie teams targeted selected

venues ... to push Drambuie and then repeat.

In the US Drambuie took a slightly different approach

setting up the Drambuie Club in New York and Chicago.

Moreover, Parnell was not just targeting the customer. He

was determined to get barmen on board by running an

education programme on what mixes well with

Drambuie, and talking on the heritage of the drink to give

them something to talk about while they are mixing it for