NewswireToday - /newswire/ -
London, United Kingdom, 2010/09/28 - 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 (gplondon.com) 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 (drambuie.com) 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 drinkaware.co.uk scotch-whisky.org.uk/.