Drambuie makeover targets young drinkers

Drambuie has relaunched in an attempt to increase its appeal among younger consumers.

The scotch whisky liqueur is to introduce a new bottle design and marketing campaign later this year aimed at repositioning the brand beyond “the after dinner liqueur occasion” to one “with relevance to today’s modern lifestyle”.

The new bottle is clear, taller and thinner with the aim of being easier to pour. It has an interlocking “DD” Drambuie icon behind the brand name.

Marketing activity will include the brand’s first television advertisement since 2003, which aims to communicate the brand’s heritage and unchanged recipe as well as introducing the “radical” new bottle design.

The offline campaign, which also includes cinema and press ads, will target older “retention customers” while digital activity will target younger drinkers. The campaign is being created by Nitro.

Phil Parnell, chief executive of the company, would not be drawn on sales targets, adding “it is a long-term journey that needs persistence and perseverance.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here