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UK: Drambuie Revamps For Namesake Liqueur

DRAMBUIE hopes a new bottle shape and a marketing scheme to reposition the whisky liqueur as a “long drink” will send sales up by 50 per cent in the next five years to 450,000 cases.

Phil Parnell, chief executive of the family-run firm, said £25 million would be invested by the company and its distributors in promoting Drambuie as a “premium spirit”, in a similar fashion to Jack Daniel’s whiskey or Bombay Sapphire gin.

Drambuie will increase its marketing spend from £6m to £8m in its next financial year, drawing on cash reserves generated by selling non-essential parts of the business since a new management team was installed in 2004.

Purnell, a former director at United Distillers and the man credited with turning round the Dunlop and Slazenger sports brands, joined Drambuie in 2005, as the first chief executive drawn from outside the MacKinnon family, who own the firm. He has since sold off the company’s art collection and its corporate headquarters at Hillwood House, in Edinburgh.

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Sunday, January 21, 10:48 am

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