Drambuie is a drink with a storied past; it was born in Scotland and came of age in America. It was sipped by royals and rogues, crossed borders, endured Prohibition, and was a feature of New York’s 50s jazz bars and the city’s famous 60s and 70s music scenes.The brand wanted to reassert its modern-day relevance in the on-trade and amongst consumers by celebrating the roots that made it an icon.
During London Cocktail Week, Exposure created the Brass and Crimson Lounge – an immersive pop-up fusing classic Drambuie cocktails with live performances from a line-up of celebrated musicians in Unwritten Sessions. Drambuie’s longstanding association with bar culture, mixology and music became the campaign’s focus, and a vehicle for telling the story of its past to a modern audience today.
Cocktail making masterclasses boosted consumer engagement and consideration, and a master raconteur competition positioned the Rusty Nail – Drambuie’s signature drink – as a key serve for the brand, bolstering its credibility amongst London’s foremost mixologists.
84,012 people tuned in to listen to Unwritten Sessions; the Brass and Crimson environment drove trial of Drambuie and put the drink front-of-mind within London’s influential hospitality industry. The Evening Standard online, Mirror online, BarChick, Urban Junkies and more featured the event and told the brand’s story to the masses resulting in brand reappraisal and advocacy amongst the key targeted demographic.