Princely spirit targets Aussie blokes

Drambuie has launched a marketing campaign to promote the drink to the everyday Aussie bloke.

The spirit, not to everyone’s taste, was historically the bespoke drink of Scottish Prince, Charles Stuart.

Today the drink is often served over muddled lime and crushed ice in the aptly named ‘Libertine’ but, again, this only appeals to certain sector of drinkers.

Drambuie’s new experiential brand campaign — Made for a Prince (Not a Bogan) — places tongue firmly in cheek as it seeks to propel the brand from the top shelf and into the hands of hard-to-reach influential young Australian males.

Tailored to the irreverent Australian sense of humour, the interactive web campaign shows the famed Scottish drink being foisted on everyday blue-collar Australians to see if they can be persuaded to give the drink a shot.

The campaign uses humour to tell the Drambuie story and is reported to be achieving some success with its target audience.

The viral video invites users to enter Bonnie Prince Charlie’s kingdom to learn more about the 260-year-old Drambuie legend in an amusing, interactive fashion.

Visitors to the site can also peruse the supposed research findings resulting from the video.

An exclusive loyalty program, in which members are assigned an exclusive concierge, providing them with invitations to bar openings, fashion launches, and exclusive music events, is also accessible via the website.

Members can also win tickets to the Drambuie Party of the Year, to be held in a well-known stately home and featuring leading international acts in an intimate setting.


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