Page 66 - Drambuie case study

'Drambuie has been left on the shelf for years; now it has a

new partner.'

Moreover, he 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 the

customer, selling them the line that the customer who

drinks Drambuie is re-discovering a lost treasure. In a sense

he was asking barmen to experiment with Drambuie and a

mixer to turn it from a short into a long drink.