UDV looks for shop for national launch of Drambuie Cream

UDV is seeking an agency to handle the national launch of its Drambuie Cream product.

The company has already approached Bartle Bogle Hegarty and Mother - both UDV roster agencies - to handle the task, but they declined to pitch. A number of undisclosed agencies, including non-roster shops, are now going to pitch.

UDV has been test marketing the premium cream through Sainsbury's at a retail price of £12.99, with a view to rolling out the brand nationally in the near future.

A UDV spokeswoman said: "I can confirm that we are looking to appoint an agency for consumer communications for Drambuie Cream.

However, she refused to comment on the budget, saying: "At the moment, we haven't made any decisions on that".

Media arrangements have yet to be decided. However, the spokeswoman confirmed: "At some stage, we will be appointing a media agency for the brand too."

Drambuie Cream is aimed at a younger market than Drambuie Liqueur. It is made from 15- to 17-year-old malt whiskies, dairy cream and heather honey.

UDV's sister brand, Baileys Irish Cream, dominates the cream liqueurs market. Last year, UDV ploughed nearly £3 million into advertising for Baileys, which included a high-profile television campaign through J. Walter Thompson. Burkitt DDB handles the main Drambuie Liqueur account, which is not under review.

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