A line of text etched on the corkscrew says: "Stop. Isn't it time for a Drambuie on Ice?". It is intended as a reminder not to open another bottle of wine. The mailing also includes with a money-off voucher to prompt sales and maintain loyalty.
Patrick Venning, Drambuie's marketing director, said: "There are evenings when it's all too easy to open another bottle of wine. The corkscrew delivers a reminder to our key audience at precisely the time that they should consider drinking Drambuie on ice."
The campaign has been created by WWAV Rapp Collins Scotland and is part of an ongoing CRM programme that the agency launched at the end of 2000. The new campaign breaks this month.
Gus Chalmers, senior account director at WWAV Rapp Collins Scotland, said: "The corkscrew is another really neat way of reminding consumers about Drambuie and that fact that it's a drink they can enjoy through the evening and all year around."
Drambuie is made from a blend of scotch whiskies, heather honey and a secret recipe of herbs and spices.
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