The Drambuie Liqueur company hires GP for Global Travel Retail Revitalisation Initiative

Online, September 28, 2010 (Newswire.com) - Drambuie® hires GP for Global Travel Retail Revitalisation Initiative
Cannes TFWA 2010

The Drambuie Liqueur Company has hired full-service creative agency GP London to develop a Global Travel Retail focused communication, emphasising both visibility and creative innovation.

The world-renowned, spiced Scotch Whisky Liqueur brand Drambuie, is seeking to develop consistent positioning across its international markets within the Global Travel Retail sector. The visibility and creative initiative is being led by William Birkin, Senior Brand Manager for the Drambuie Liqueur Company.

"As a premium whisky based liqueur we are investing heavily in Global Travel Retail, the single biggest fastest growing premium whisky market globally. We are using GP's expertise to help us accelerate our three most important consumer programmes: gifting, visibility & NPD launches. We are extremely happy with their work as we feel it demonstrates both a creative flair and a rock solid understanding of the market place."

GP are a London based creative services agency, who specialise in creative advertising, marketing and re-branding for the retail and entertainment industries.

GP Creative Director, Mark Jones headed up GP's first initiative with Drambuie, in creating and manufacturing premium luxury packaging intended for the Global Travel Retail sector commented:

"It has been both refreshing and thoroughly enjoyable, working with a client such as Drambuie. They are incredibly knowledgeable about their market place and are not afraid to embrace new ideas and new technologies in their bid to see Drambuie's worldwide appeal increase".

GP's Drambuie 'Revolving Cylinder' in lightweight brushed aluminium, emphasises Drambuie's contemporary new bottle, whilst accentuating the interlocking Drambuie DD logo.

The Luxury Cocktail Gift Set (which is currently in the running for the Drinks International Awards for Best Travel Retail Gift set at TFWA, Cannes) is an elegant and re-usable leather bound case, which contains two beautifully etched Drambuie tumblers and cocktail menu.

Both gifting concepts have been developed not only to maximise shelf visibility but also to incorporate the company's rejuvenation strategy in moving Drambuie beyond the conventional after-dinner liqueur drink and instead engage in introducing a younger generation of consumers to a much more versatile product. "Mixed long with ginger or soda, Drambuie has much more relevance to today's modern lifestyle". Phil Parnell (CEO of Drambuie Liqueur Company)

The new travel gift products will be on display, along with the new travel retail exclusive, DRAMBUIE FIFTEEN at The Drambuie Liqueur Company stand at Cannes TFWA, Riviera Village, Stand RF9.

The Drambuie Liqueur Co. Ltd is an independent, family owned business that has been producing the world-renowned Drambuie Liqueur since 1909. Drambuie is regarded as one of the Top 5 Liqueurs ever produced (Paul Pacult, Spirit's Journal, 2008) and remains a Top 50 global spirit in volume (IWSR, 2008).
For more information visit www.drambuie.com
Drambuie encourages responsible drinking
www.drinkaware.co.uk www.scotch-whisky.org.uk
-ends-

Contacts:
For images and further information contact:
Alison Liddy / Laura Campbell
Profile Plus
T: +44 131 554 6111
E: [email protected] / [email protected]
www.profileplus.co.uk

William Birkin
Drambuie Liqueur Co. Ltd.
T: 44 (0)1895 458680
E : [email protected]
www.drambuie.com

Adam Harris
GP Design Partnership
T: 44 (0) 20 7379 4300
E: [email protected]
www.gplondon.com

Notes to Editor

About DRAMBUIE®
The elixir at the heart of DRAMBUIE was created more than 260 years ago exclusively for Prince Charles Edward Stuart of Scotland. It is a unique combination of aged Scotch whiskies, heather honey and a blend of herbs and spices - a recipe kept secret since 1745. In the late 19th century the drink became know as "an dram buidheach" - from the Gaelic the drink that satisfies, and was subsequently registered as Drambuie is 1893. The first commercial production of Drambuie took place in Edinburgh 1909, it became the first liqueur to be served in The House of Lords in 1916 and became popular internationally as it was taken abroad by the Scottish Regiments in the two World Wars.

In the USA post prohibition, it became synonymous with the classic cocktail The Rusty Nail ™. Today it's enjoyed neat, over ice and as a long refreshing drink mixed with soda, ginger beer or ginger ale. For more information visit www.drambuie.com