Drambuie Burns Night



The Brief

Positioning the honeyed whisky liqueur Drambuie, as the drink of choice to celebrate Burns Night.

Key messages including the occasion to drink Drambuie and its distinctive flavours, were central to the campaign, as well as inspiring its 50+ audience with recipes to entertain friends and family for at home dinner occasions.

The Approach

Three special celebratory Burns Night recipes were commissioned, and styled for the occasion, which included the distinctive flavours of Drambuie as an ingredient.

Recipes were offered to lifestyle media to showcase Drambuie’s Scottish heritage and flavours and inspire readers to include Drambuie in their Burns celebrations.

The Results

  • 24 pieces of national consumer lifestyle coverage in January 2022 ahead of Burns Night.
  • Total reach over 87 million
  • Coverage secured across women’s interest, lifestyle, food and drink, regional and Scottish titles.
  • Prominent quality titles, featuring all three recipes across multiple pages, focussing on Drambuie as the serve of choice for Burns.