Drambuie sales bolstered by UK gains

11 September, 2013

The original Drambuie bottle

The Drambuie Liqueur Company grew profits 5% in the year ended June 2013, after gains in the UK countered reverses in Southern Europe and Asia.

The Scottish whisky liqueur company, which has set about "re-building" the Drambuie brand, posted operating profits of £3.37m from July 2012 to June 2013.

Drambuie highlighted the UK as its standout market after growth of 17% during the period.

The brand invested heavily in a TV, cinema and sampling campaign in the market over the year.

A new senior regional director was recruited to lead Drambuie's US business, its largest market, and brand ambassadors in its key cities of New York, Boston, San Francisco, Denver, Portland and Austin have been introduced.

Southern Europe was 1% down on last year, while Asian shipments were “slightly lower” – a trend Drambuie ascribed to de-stocking among distributors.

Drambuie has targeted emerging markets, which collectively grew 34% over the period. It has secured new distributors in “high growth spirit markets” of Africa, such as Nigeria, Kenya and Angola. 

Chief executive, Michael Kennedy, said: “Overall, this has been a positive year in the company’s quest to rebuild the Drambuie brand and we are in a good position to make progress in the forthcoming year.”

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