Page 80 - Drambuie case study

The lynchpin of Drambuie’s international marketing strategy

was and is the "The Drambuie Pursuit" introduced in April

2006 as an outdoor adventure off-road race from Skye to

Inverness – the reverse of Bonnie Prince Charlie's escape

route. This was marketed as an extreme sports challenge

held in the Scottish Highlands at the end of April to increase

the brand's appeal to men aged 25-35. It attracts teams of

consumers from all of Drambuie’s key markets. In its first

year the first prize was a trip to the Monaco Grand Prix.

The Pursuit: for the modern-day adventurer

Pursuit

Ten teams of four people take part in mountain biking, RIB

(rigid inflatable boat) racing and end with a kayak sprint on

Loch Ness. It’s backed by style magazines and other media

aimed at the target market. “This is something very different

for us,” said Brown. “It’s proved very popular and is a way for

us to introduce the brand to a new audience by positioning

it as something exciting.”