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Drambuie reverses fortunes

Published:  23 July, 2008

Drambuie, the Scottish liqueur producer, has announced a 50% rise in profits to 4 million.

While sales have remained relatively flat at 24.1m, it reported a 25% rise in core brand sales for the year to June 30 2007.

Drambuie's volume has fallen steadily for more than 30 years. In the past 20 years alone, from 1987 to 2006, volume fell by 40%, averaging almost 3% per annum

Chief executive, Phil Parnell said: "After such a lengthy period of decline, volume stabilisation and protection of premium pricing and margins is a major achievement and represents the first significant step in the turn-around of the brand. We are confident that we have laid solid foundations in our key markets and we expect to see modest volume growth in 2007-08."

The liqueur has focused on targeting a younger market in the past 12 months, promoting it as a long-drink mixed with tonic, hosting music events and the Drambuie Pursuit - a race across the Highlands.