December 15 2021  |  Retailers

Café Drambuie finds new fans at Puttgarden Border Shop

By Wendy Morley

Drambuie’s new Café Drambuie activation at the Puttgarden Border Shop allowed visitors to discover three new ways to serve the liqueur

Scotch whisky liqueur brand Drambuie has hosted its Café Drambuie activation for the Nordics region in partnership with Scandlines in the Puttgarden Border Shop, located between Denmark and Germany.

The travel retail concept featured a cafe bar and a barista on hand to serve a choice of three coffee cocktails as part of a Drambuie 1L bottle price promotion in the run-up to the Christmas season.

The trial continued the William Grant & Sons-owned brand’s initial pop-up activation at London Heathrow Airport in October.

Drambuie positioned its new activation concept, a ‘coffeehouse with a whisky twist’, as a sampling opportunity on the cross-border shopping journey, mainly targeting Swedish and Danish travelers crossing via Germany.

Here, visitors could discover three new ways to serve Drambuie: Drambuie Iced Espresso, Drambuie Iced Coffee and Drambuie Coffee Tonic.

The easy-to-mix coffee cocktails were created for coffee and cocktail lovers and to help the brand understand how customers react to the new serves.

The gwp offer that Drambuie introduced at the Heathrow promotion was also available at Puttgarden. The miniature whole-bean coffee sack and grinder helped draw attention to the promotion and customers were encouraged to make their own cocktails at home after sampling the new Drambuie serves.

In-store for six weeks from November 4 to December 12, Drambuie sales saw an “impressive uplift”, according to Drambuie brand owner William Grant & Sons.

Customer feedback during the promotion in-store has highlighted very good levels of consumer awareness for the Drambuie brand (62% have heard of Drambuie) and over half (53%), would recommend one of the new Drambuie serves to friends. After tasting the cocktails, 80% of customers liked the new serve they tried and 98% agreed they would try it in a bar or at home.

Hanh Bui, Trade Marketing Manager, said of the Puttgarden Border Shop activation: “In the first few weeks of the activation we’ve seen sales increase significantly. The promotion really resonates with customers who are not only sampling the new Drambuie serves, they are making purchases because they want to try the cocktails themselves – 98% of samplers told us they were inspired by the serves and they would make their favorite Drambuie cocktail at home.”


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