Drambuie has launched a new Café Drambuie retail activation as a trial at Heathrow Terminal 3 in partnership with Dufry. The travel retail concept features a café bar with baristas on hand to serve a choice of three coffee cocktails to treat travelers.
Drambuie welcomes passers-by to its "coffeehouse with a whisky twist" café retail concept, where visitors can uncover the secret to great taste and great times. Inspired by bartenders and baristas alike, the easy-to-mix Drambuie and coffee cocktails have been created for coffee and cocktail lovers from across the globe.
Café Drambuie launched at Heathrow T3 on Oct. 6 and will run until Nov. 2. Drambuie brand-owner William Grant & Sons plans to continue the trial in the Nordics with Scandlines in the Puttgarden border shop into November and December.
The café bar concept was conceived in partnership with specialist travel retail communications agency HRG, part of the Altavia Group. Designed to sit within the duty-free retail floor space, featuring a sampling bar and high-visibility branding with POS and take-away cocktail cards, Café Drambuie is a dynamic activation suited to the travel retail shopping environment.
On offer at Café Drambuie are three cocktail serves: Drambuie Iced Espresso – a bold combination perfect for getting together with friends or family, Drambuie Iced Coffee – a latte treat that tastes like a chilled velvety Irish coffee that only takes a few moments to mix and Drambuie Coffee Tonic – an effervescent bittersweet revelation that is a fantastic alternative to gin and tonic.
Brand ambassadors dressed as baristas are on hand to make to order the trio of cocktails serves and the activation has proved a hit, instantly attracting passengers with the signature Drambuie logo, café bar design and the cocktail instructions cards, which is a key conversion metric, says the brand.
There is also a gift with purchase (GWP) element that Drambuie is keen to explore and potentially roll out for future activations. The miniature whole-bean coffee sack and grinder have been popular among visitors to the café, the experiential element of the mechanic has proved to help the conversion journey for when customers purchase a 1L bottle of Drambuie.
Adam Green, WG&S Regional director, Europe and Americas GTR, said, “Since our concept launched, the response to it has been amazing. It has more than covered our expectations for testing out the ways Drambuie can be used for coffee cocktails.
“People were intrigued by the bar activation, especially with the impactful Café Drambuie neon sign. The coffee station peaked their curiosity making them want to go straight to the bar. Our efforts to revive Drambuie as a premium liquor choice have caused people to see it in a different light. They are interested to try Drambuie at home and make the cocktails that were featured to them during their journey.
“There has been a steady flow of travelers stopping by to try our trio of Drambuie cocktails. The baristas are fun to watch and visitors to the Drambuie Café have told them they are inspired to try the brand. The GWP of coffee grinder and coffee beans sample has proved an excellent conversion tool and we look forward to inspiring more coffee loving travelers as this trial continues over the coming weeks.”
