Drambuie - "A Taste of the Unexpected"

Drambuie, the world’s favorite whisky liqueur, is launching a new brand platform, “A Taste of the Unexpected”. The campaign highlights the Drambuie Iced Espresso cocktail as an exciting and novel way to enjoy Drambuie, quickly becoming a crowd-pleaser at dinner gatherings.

Drambuie has experienced three years of consecutive growth since 2020. To maintain this positive momentum, the global brand team at Drambuie has partnered with the UK-based agency Lucky Generals to develop a platform that celebrates the delicious taste of the Drambuie Iced Espresso.

The platform “A Taste of the Unexpected” brings a contemporary twist to this classic brand. The creative idea is underpinned by the visceral reaction of surprise and delight that people experience when they taste a Drambuie Iced Espresso for the first time.

The witty and playful mnemonic, “Dramb-oooo-uie,” taps into this universal sound of delight, embedded in the brand name and consumer reactions. Time and again, when people taste a Drambuie Iced Espresso, they cannot help but let out a delighted “ooo” in appreciation. The cocktail is very easy to make at home: simply mix one part Drambuie and one part espresso (or coffee) and serve it with plenty of ice.

The lead 30-second video ad captures candid moments at a dinner with friends. Drambuie helps the hostess create the perfect mood for her guests, elevating the occasion in a convivial and charming way. In the film, we see the host making a speedy and impressive cocktail with just three ingredients: Drambuie, espresso, and ice. The film cuts between an eclectic mix of guests, who sip and savor the Drambuie Iced Espresso, letting out a ‘OOOO’ of surprise and delight. The black-and-white treatment gives a sophisticated and premium feel to the ad, with the heroes, Drambuie bottle and serve, being the only color accents seen in the end frame.

The film has been directed by Jackson Forsythe for Academy Films, renowned for his acclaimed work in the advertising industry.

The first global campaign for Drambuie launches globally from October onwards.

Gary Keogh, Global Brand Director at Drambuie, said: “We are excited to share the new global campaign of a much-loved liqueur with the world. In collaboration with Lucky Generals, we’ve created a distinctive, ownable brand platform anchored in our audience and delicious brand serve. An omni-channel campaign celebrating the surprise and delight one experiences when trying the Drambuie Iced Espresso for the first time has already shown proven preliminary results in shifting the needle of consideration for the brand. A campaign and new way to drink Drambuie set to be an unexpected crowd pleasure.”

Lily James and Naomi Nicholl, creative team at Lucky Generals, said: “We’ve loved giving this iconic brand a modern and unexpected twist. Drambuie isn’t just a drink for special occasions – it’s a drink that makes any occasion special. Our campaign launches a new serve, the Drambuie Iced Espresso. It’s a simple recipe with a big impact – and that’s what we wanted from the work”.

About Drambuie: Owned by William Grant & Sons, Drambuie is a whisky liqueur made of a secret blend of aged Scotch whisky, heather honey, herbs, and spices. The brand has a rich history in hospitality, having been created by a hotelier on the Isle of Skye, who blended a family recipe dating back to the 18th Century.