Drambuie

The

Ask

Embr was tasked with bringing Drambuie back in front of consumers, in a trendy and modern way – the espresso martini! Younger consumers haven’t had much exposure to the unique spirit, so it was a perfect opportunity to relaunch a decades-old brand with a fresh new look and taste.

Embr’s

Solution

A national tasting strategy was laid out to showcase Drambuie as the perfect hosting cocktail – layered in for dessert, gifting during the holidays or generally just enjoying on a Friday chilly night.

We conducted a combination of large scale events in retail combined with elevated sampling to maximize our number of tastings while presenting Drambuie as a premium, holiday ready liqueur to indulge with over the holidays. We included branded coupe glasses as gift with purchases, to help drive conversion and ensure Drambuie was a part of consumers holiday experience.