Drambuie launches first new product into the UK for ten years


Drambuie is introducing a brand new product to the UK market – the first product Drambuie has launched into the UK in a decade.
Designed to appeal to discerning malt whisky drinkers, Drambuie 15 is a connoisseur expression of Drambuie, drawn from the company’s finest selection of 15 Year Old Speyside Malts. Selected for their soft, complex fragrance and flavour, the rare Speyside Malts ideally complement and balance the herbs and spicy aromas of Drambuie’s famed secret recipe.
With a price position above Drambuie original, Drambuie 15 will appeal to existing Drambuie customers trading up and new malt whisky experimenters. Drambuie 15 will be available for the consumer market in autumn, and it is anticipated it will have great appeal for the Christmas gift market.
With a nose of Drambuie’s aromatic citrus spice, fragrant grass and butterscotch notes, Drambuie 15 has a velvet soft mouth feel with a tang of lemongrass and warming malty notes, berries and heather. A finish of shortbread, fresh herbs and the unmistakable long afterglow of the Drambuie elixir, results in a refined, drier expression of Drambuie, perfect for sipping and savouring either neat or over ice.
Jonathan Brown, Brand Heritage Director, Drambuie Liqueur Co. commented: “While Drambuie is stretching its consumer appeal beyond the traditional festive season with our range of long drink recipes and Rusty Nail inspired cocktails serves, Christmas remains an essential focus for Drambuie’s sales and marketing strategy. Drambuie 15 strengthens the brand as credible scotch alternative for whisky drinkers and our position as a Scotch Whisky Liqueur not a liqueur made with whiskies. This is paramount in reaching modern and emerging markets and growing sales, especially at this important time of year.
“Drambuie has over 100 years experience in laying down malt reserves to be used in the production of Drambuie. From these reserves we have hand-selected the very best rare 15 Year Old Speyside Malts to infuse with the elixir creating a new, exciting high quality product.”
The Drambuie Liqueur Co. Ltd is an independent, family owned business that has been producing the world-renowned Drambuie Liqueur since 1909. Drambuie is regarded as one of the Top 5 Liqueurs ever produced (Paul Pacult, Spirit’s Journal, 2008) and remains a Top 50 global spirit in volume (IWSR, 2008).
For more information visit www.drambuie.com

Category: Bar & Pub, Spirits, Whisky
Tags: 15yo, Drambuie, Jonathan Brown, Malt, Speyside, Speyside Malts, UK Market, Whisky, www.drambuie.com