December 15 2021  |  Retailers

Café Drambuie finds new fans at Puttgarden Border Shop

By Wendy Morley

Drambuie’s new Café Drambuie activation at the Puttgarden Border Shop allowed visitors to discover three new ways to serve the liqueur

Scotch whisky liqueur brand Drambuie has hosted its Café Drambuie activation for the Nordics region in partnership with Scandlines in the Puttgarden Border Shop, located between Denmark and Germany.

The travel retail concept featured a cafe bar and a barista on hand to serve a choice of three coffee cocktails as part of a Drambuie 1L bottle price promotion in the run-up to the Christmas season.

The trial continued the William Grant & Sons-owned brand’s initial pop-up activation at London Heathrow Airport in October.

Drambuie positioned its new activation concept, a ‘coffeehouse with a whisky twist’, as a sampling opportunity on the cross-border shopping journey, mainly targeting Swedish and Danish travelers crossing via Germany.

Here, visitors could discover three new ways to serve Drambuie: Drambuie Iced Espresso, Drambuie Iced Coffee and Drambuie Coffee Tonic.

The easy-to-mix coffee cocktails were created for coffee and cocktail lovers and to help the brand understand how customers react to the new serves.

The gwp offer that Drambuie introduced at the Heathrow promotion was also available at Puttgarden. The miniature whole-bean coffee sack and grinder helped draw attention to the promotion and customers were encouraged to make their own cocktails at home after sampling the new Drambuie serves.

In-store for six weeks from November 4 to December 12, Drambuie sales saw an “impressive uplift”, according to Drambuie brand owner William Grant & Sons.

Customer feedback during the promotion in-store has highlighted very good levels of consumer awareness for the Drambuie brand (62% have heard of Drambuie) and over half (53%), would recommend one of the new Drambuie serves to friends. After tasting the cocktails, 80% of customers liked the new serve they tried and 98% agreed they would try it in a bar or at home.

Hanh Bui, Trade Marketing Manager, said of the Puttgarden Border Shop activation: “In the first few weeks of the activation we’ve seen sales increase significantly. The promotion really resonates with customers who are not only sampling the new Drambuie serves, they are making purchases because they want to try the cocktails themselves – 98% of samplers told us they were inspired by the serves and they would make their favorite Drambuie cocktail at home.”

REGION Europe

Brand News

January 14 2022

Philip Morris International launches…

Philip Morris International Inc. launched IQOS ILUMA PRIME last month in duty free at both Geneva and Zurich’s international…

January 12 2022

Mars ITR appoints Marcus Hudson…

​Mars Wrigley ITR has announced the appointment of Marcus Hudson as Sales Director as of January 17, 2022

January 12 2022

Shiseido Travel Retail celebrates…

Shiseido Travel Retail is presenting a range of limited editions in celebration of the Lunar New Year

January 11 2022

Rituals starts 2022 sustainably,…

Rituals Cosmetics has announced its certification as a B Corporation. This marks a significant step in the company’s stated…

January 11 2022

Habanos Festival XXIII canceled…

​Because of the current global reality in which the ability to travel freely in the world continues…

December 22 2021

Puig and Carolina Herrera launch…

Puig Travel Retail Americas and Dufry have teamed up with a series of striking Carolina Herrera Christmas-themed animations…

December 21 2021

Freixenet hits record sales of…

Freixenet sold more than 100 million bottles worldwide for the first time ever in 2021

December 13 2021

Lancôme TR AP celebrates the launch…

Lancôme Travel Retail Asia Pacific brought to life a splendid golden “House of Absolue” takeover to celebrate the launch…

December 13 2021

Lancôme celebrates the launch of…

​Lancôme Travel Retail Asia Pacific brought to life a splendid golden “House of Absolue” takeover to celebrate the launch…

Copyright 2022 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap