Drambuie, which had been distributed in the UK by Bacardi Brown-Forman, was acquired by William Grant in 2014.
It now joins the existing portfolio of brands such as Glenfiddich and the Balvenie single malt Scottish whiskies, Monkey Shoulder, Grant’s, Tullamore D.E.W. Irish whiskey, Hendrick’s gin and Sailor Jerry spiced rum.
Drambuie is a unique liquid
William Grant managing director Rita Greenwood outlined the reasons behind adding Drambuie to its expansive portfolio.
She said: “Liqueurs is a dynamic category within the premium-spirits market, growing by £12.5m last year and Drambuie is such a unique liquid.
“One of our ambitions is to grow our quality spirits offering within the market and with 7.6m liqueur drinkers in the UK, Drambuie is an excellent fit that complements our existing portfolio and will support our growth strategy both in the on- and off-trade going forward.”
Plans for the future
Drambuie was revamped in 2016 with a new look including bottle design to reflect the brand’s roots.
Plans for revitalising the brand are set to continue in 2017, with William Grant aiming to recruit a new generation of Drambuie drinkers.
Alongside a new serve strategy for the Drambuie Collins and the new bottle design, the company has planned to continue with its campaign celebrating the spirit’s history with music through a series of events nationwide.