Drambuie officially welcomed into William Grant & Sons drinks portfolio
William Grant & Sons UK has officially welcomed Drambuie into its portfolio. The brand was acquired by Wm Grant & Sons in 2014, but its distribution stayed with Bacardi Brown-Forman in the interim.
Rita Greenwood, Managing Director of William Grant & Sons UK and Ireland, comments,“Liqueurs is a dynamic category within the premium spirits market, growing by £12.5 million last year, and since Drambuie is such a unique liquid, we are thrilled to announce it has joined our portfolio. One of our ambitions is to grow our quality spirits offering within the market, and with 7.6 million 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.”
William Grant & Sons UK revitalised the Drambuie brand in late 2016 with a new identity and bottle design to truly reflect the brand’s roots. The new design sees the iconic Drambuie red cork cap reintroduced, and features the brand’s refreshed logo based on the design from the 1960’s, embossed on textured cream stock with gold foiling.
Plans for revitalizing the brand continue in 2017, with William Grant & Sons’ mission of recruiting a new generation of Drambuie drinkers. Along with the new serve strategy for the ‘Drambuie Collins’ and the new bottle design, the company plans to continue with ‘Brass and Crimson’ – a campaign celebrating Drambuie’s history with music through a series of events up and down the country.
William Grant & Sons existing portfolio includes Glenfiddich and The Balvenie single malt Scotch whiskies, Monkey Shoulder, Grant’s, Tullamore D.E.W. Irish whiskey, Hendrick’s gin and Sailor Jerry spiced rum.