Drambuie Cream aims to rise to the top of cream liqueur category

Drambuie Cream is looking to rise to the top of the burgeoning cream liqueur category with its first ever advertising campaign as part of a major marketing drive for the brand.

The premium cream liqueur has unveiled a new outdoor and press campaign earmarked for the run-up to Christmas and New Year.

It will encourage a recommended serve of Drambuie Cream over ice and is accompanied by the strapline "Drambuie Cream Smooth to a Point".

Dominic Carter, Drambuie Cream sales director, said: "This campaign is sophisticated, premium and really conveys the distinction between Drambuie Cream and other cream liqueurs. It is the aged malt whiskies in Drambuie Cream that really give it an edge - both in taste and over the competition.

"Already proving a popular choice in stylish bars, we believe that these striking ads will introduce Drambuie Cream to the discerning drinker. Our on-trade customers are sure to benefit from the predicted surge in sales."

Competition within the female-oriented cream liqueur sector has intensified in recent months with the high-profile launch and advertising of Tia Lusso from Allied Domecq and a concerted marketing push for Bailey's from owner Diageo Great Britain.