Drambuie's UK sales up 27%

Published: 11 October, 2010

Whisky liqueur Drambuie grew volumes by 27% in the UK last year, following a £1.7 million marketing campaign around its new bottle design.

Overall profits held steady at £2.8 million, but volume sales in the firm's third largest market, Greece, were badly hit by the economic crisis there, falling 8%.

In an effort to rejuvenate the brand, Drambuie implemented major changes last year, with its core brand redesign being rolled out from July 2009, in time for the Christmas period. This was accompanied by TV ads in its top four markets ? USA, UK, Greece and Canada which account for two thirds of the brand's volume sales.

The brand also switched its whisky procurement, blending and bottling, warehousing and customer services from Glenmorangie to Morrison Bowmore Distillers early in 2010.

"We are absolutely delighted with this new business partnership, which is already yielding significant benefits to both parties," said chief executive, Phil Parnell.
"The quality of the product has been enhanced, there is a reduction in production overhead and we have secured synergy on distribution."

Parnell added: "Despite the ravages of the global recession, we have made significant progress this year towards the rebuilding of the company. Volume and underlying operating profit have stabilised and the brand, with its new packaging and range extensions, looks in better health than for many years. With the exception of the problems in southern Europe we look forward to further recovery in 2011."

Parnell will become executive chairman in January 2011 with the retirement of Richard Stone. Michael Kennedy, currently regional director for Southern Europe and Latin America will be promoted to managing director.

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