Drambuie enjoys sales growth in difficult conditions

Published: 18 September, 2012

Whisky liqueur company Drambuie has reported a 9% increase in operating profit for the full year, ending June 30. However, global sales volumes were flat due to the crisis in the Eurozone.

The 9% increase was based on constant exchange rates and taking exchange benefits into account, operating profit - at £3.63m - is 29% ahead of last year's £2.81m. The Greek market suffered a depletion decline of 27% versus 2011, due to further trade destocking and a continued weakening in spirits consumption.

Global sales value grew by 5% due to both price increases for the Drambuie Original brand and the roll out of Drambuie 15. 2012 saw the launch of Drambuie in India with the first lot of shipments also heading to South East Asia.

The new advertising campaign: "Drambuie. A Taste of the Extraordinary", which centres on the taste of Drambuie, will be rolled out in key markets including the US, UK and Canada with a new television advertisement to launch in the run up to Christmas. The company has also recruited a number of brand ambassadors in the US and UK markets.

Chief executive, Michael Kennedy, said: "We look forward to another exciting year. The company has made good progress over the last few years as we rebuild the brand. The team expects to continue this progress in the forthcoming year, providing the current global turmoil does not further damage trading conditions across Drambuie's key markets."

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