Page 57 - Drambuie case study

RE-BRANDING: “Drambuie Dens"

Drambuie: “irrelevant to a new generation of drinkers”

Miranda Rennie

Core to Parnell’s rejuvenation strategy was selling Drambuie

to a younger generation who had little or no knowledge of

the product. What knowledge they did have was based on

the perception of it being an after-dinner drink for the 50

plus age group. Now it was being promoted as a long drink

mixed with tonic in stylish bars across the UK and the US.

“The long drinks market is what we are after. Think of it

in the same bracket as gin and tonic, whisky sour or

Pimm’s and lemonade,” he said. “Soda works well

because it doesn’t interfere with the basic taste.

Younger drinkers want something with taste that lasts

and doesn’t get them too full up. We are now trying to

get thousands of people to sample this new drink.”