William Grant & Sons whisky liqueur brand Drambuie has brought its Café Drambuie bar concept to Edinburgh Airport, packed with coffee cocktail ideas for the holiday season.
In partnership with both Edinburgh Airport and Avolta (formerly Dufry), the promotion will run from 1 November 2023 to 3 January 2024.
It is situated in a prime post-security location close to the Departures World Duty Free store.
Café Drambuie will also pop up in Buenos Aires Ezeiza International Airport from 29 November to 4 January.
Drambuie itself is a liqueur made from a blend of aged Scotch whisky with herbs, spices and heather honey.
It takes its name from Scots Gaelic for ‘An Dram Buidheach’, which translates as ‘the drink that satisfies’.
Café Drambuie hero cocktail
A key focus of the activation is the Drambuie Iced Espresso signature serve, which is available to sample in the premium café setting.
Drambuie Iced Espresso cocktail is made using 50ml of Drambuie, and 50ml of espresso or strong coffee. Simply stir before drinking and serve over ice. The cocktail can be batch prepared mixed in a jug or bottle.
The bar concept was designed with travel retail communications agency HRG, part of the Altavia Group.
A bespoke sampling bar and high-visibility branding draw passengers in. Drambuie brand ambassadors are on hand, and POS and cocktail cards are available to take away.
Adults have the opportunity to try a Drambuie Iced Espresso and purchase a bottle of Drambuie.
It is being positioned as both a perfect gift, and a solution for at-home coffee cocktails when hosting.
The activation is supported by an out-of-home marketing campaign set to go live in December 2023. The creative will feature the Drambuie Iced Espresso in a festive setting.
For whisky fans and coffee lovers
William Grant’s Global Travel Retail Regional Director Rufus Parkinson said the activation has already been a “resounding success”.
“It’s a perfect lead-up to the festive season as the weather gets colder, appealing to both whisky fans and coffee lovers who are looking to try a new twist on our beloved classic liqueur.
“We activated this campaign in 2021 across two locations, London Heathrow and with Scandlines in the Nordics, both of which were received very well, and we hope to see similar results here in Edinburgh and Buenos Aires this time around.”
According to a sampling survey in 2021, consumers indicated high likeability and purchase intent from the earlier iteration of the activity.
Gary Keogh, Global Brand Director, added: “Café Drambuie immerses our adult travellers into the wonderful world of Drambuie hospitality with an elevated café experience educating our travellers on how to drink Drambuie, showing them just how easy it is to make and serve our delicious coffee cocktails this festive season.”
Earlier this year William Grant completed its acquisition of Silent Pool Distillers, pledging it will expand the gin producer’s presence across travel retail and other markets.