Page 100 - Drambuie case study

USA

2012

In 2011, the US, which had recently

been in decline, posted a 4 per cent
growth in shipments indicating a

market turnaround in Drambuie's

biggest market. This was based on an increasing trend for
'authentic dark spirits' and for flavoured whiskies.

Brand Drambuie depletions in the US, were level for the

year.

A new promotional campaign was targeting six cities -

• New York,

• Boston,

• Denver,
• Austin,

• Portland and

• San Francisco
was undertaken in a bid to bolster this recent growth trend.

The strategy was based on recruiting a new generation of

drinkers without alienating, existing Drambuie drinkers "We

have identified our target at a 25 to 48-year-old professional

and it is about saying Drambuie is an interesting deep

complex drink and we are pretty sure anyone can find a way

to enjoy drinking it."