UK. Whisky liqueur brand Drambuie, owned by William Grant & Sons, has partnered with Avolta to host the Café Drambuie activation in Edinburgh Airport. It is located in a high-profile location near the World Duty Free Store in departures. It opened on 1 November and will run until 2 January.
The activation — described as ‘a café with a whisky twist’ — highlights Drambuie’s signature serve, the Drambuie Iced Espresso.
The café bar concept was created in collaboration with William Grant & Sons Global team and travel retail communications agency HRG, which is part of Altavia Group.
The stylish activation features a bespoke sampling bar, high-visibility Drambuie branding and take-away cocktail cards, so travellers can take their favourite cocktail recipes home.
In addition, Drambuie Brand Ambassadors are on-site, dressed in barista uniforms, to craft the drinks and immerse travellers into the world of Drambuie.
At the pop-up, travellers can sample the Drambuie Iced Espresso and purchase a bottle of Drambuie as a self-treat or gift. The concept aims to inspire travellers to try out different coffee cocktail recipes at home during Christmas party season.
The Café Drambuie concept will also run in Buenos Aires Ezeiza International Airport from 29 November until 4 January 2024.
William Grant & Sons Global Travel Retail Regional Director Rufus Parkinson said: “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.”
Drambuie Global Brand Director Gary Keogh 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.’’
According to Parkinson, insights from previous Café Drambuie activations have been very positive. He said: “We know we have a winning serve which consumers love.”
Drambuie is a 40% ABV blend of aged Scotch whisky, herbs, spices and heather honey. The Drambuie Iced Espresso is made with 50ml Drambuie and 50 ml Espresso or strong coffee. ✈
