l
it can Liqueur scoops travel golds
LIQUEUR brand Drambuie is already in festive spirits ahead of the lucrative Christmas season after winning two gold medals in the Drinks International Travel Retail Excellence Awards at TFWA Cannes.
two city operators
wide range of premium brands and still see a strong demand.”
“I tend to think that if someone’s going to have a Grey Goose during the year, they’re going to have a Grey Goose at Christmas,” added Rusk. Both venues are ushering in Christmas with seasonal cocktails. Missoni’s Christmas cocktails include the Ketel One ‘neve’, which combines Ketel One vodka and limoncello with lemon sorbet and Prosseco, and the 10 Cane Rum ‘mella aromatica’, which mixes 10 Cane Rum with hot apple tea, spiced with cloves and cinamon and sweetened with honey. In Glasgow, the Butchershop is
introducing cocktails such as a gin fi zz that blends Martin Miller’s gin with egg, mint and lemon, and a brandy alexander that includes cinammon.
Seasonal serve
10 Cane Rum ‘Mella Aromatica’, described by Hotel Missoni as “an aromatic winter warmer”.
10 Cane Rum fused with hot apple tea and delicately spiced with cloves and cinnamon, sweetened with a hint of honey.
Rusk is also introducing different versions of his cocktails, some using premium spirits and others using house pour brands, to encourage customers to try a cocktail and then give them the opportunity to trade up.
However Rusk also highlights one of the unique challenges of the festive season: the diverse ages and cultures of the Christmas party crowd and the fact that, while some members of the offi ce party might be open-minded and prepared to spend more on premium drinks, others will just want a vodka Red Bull or a bottle of Budweiser. “You’ve got a lot of very thirsty
revellers who have just fi nished work on Friday December 17 for the year, it’s 2.30pm and I don’t think they all care,” he said
“They don’t all think ‘do I have an Absolut Citron, or do I have a Kettle One Citroen, or do I have a Grey Goose?’ Just give me a damn drink and we’ll talk later!”
Rusk added that making sure all the members of the group are taken care of is also a key factor at Christmas.
November 11, 2010 - SLTN - 31
Drambuie picked up the Best Drinks Launch at TFWA Cannes 2010 and Best Drinks Launch of the Year awards for the newest addition to its retail travel range, Drambuie 15.
The brand also won the Best Drinks Launch at TFWA last year for its Royal Legacy of 1745 product. “To be awarded two gold
medals in these infl uential awards is a fantastic achievement,” said Drambuie senior brand manager Will Birkin.
“That Drambuie has won Best Drinks Launch gold medals for the last two years in a row is unprecedented, and a real credit to Drambuie’s new innovative and forward thinking attitude.” As well as the two gold awards, Drambuie has picked up 15 silver awards from The Spirits Business Travel Retail Awards and the Travel Retail Masters Awards.
The new Drambuie 15 – named launch of the year at the recent travel retail awards.
The Big Favourite
Throughout the UK Glen’s is recognised as the quality vodka with the very attractive price. In a recent blind tasting, carried out by a national broadsheet, it was voted number one beating some brands costing three times as much. The price clearly brings in the customers. It’s equally clear that the quality brings them back.
And, of course, new customers.
7 Laigh Road, Catrine, Ayrshire KA5 6SQ. Tel: 01290 551211.
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