Scotland

A boost in profits for Drambuie

  • 8 October 2010
  • From the section Scotland
New Drambuie bottle
Image caption Drambuie's new packaging was unveiled in July 2009

A marketing push and a new bottle design for Drambuie have helped lift UK sales by 27%, the company has said.

The whisky-and-honey-based liqueur marked its 100th year of commercial distribution, with a boost to profits for the year to June.

The business said this followed a significant downturn in the previous year.

The company also stated that profits had held steady at £2.8m.

Key markets

But there was a warning from bosses at the West Lothian firm, that the economic turmoil in Greece was hitting sales.

The country is Drambuie's third most important market, after the USA and UK, and sales volumes fell 8% there in the year to June.

Drambuie has spent the past four years rejuvenating the brand, with new packaging unveiled in July 2009.

The cost of marketing the new bottle was £1.7m during the most recent financial year.

That was backed up with an advertising push across four key markets.

The USA, UK, Greece and Canada account for two-thirds of the liqueur's market.

Drambuie also began to source its whisky, blending, bottling and warehousing from Morrison Bowmore instead of Glenmorangie, starting early this year.

Chief executive, Phil Parnell, said: "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."

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