Page 10 - Drambuie Teaching Note

How he did this was based also on addressing first,

packaging which had changed little since 1909 and

then the iconic bottle with its heavy association

with the after-dinner liqueur were taken in hand.

Moreover, as Glenmorangie announced at the start

of 2009 that it was ending its joint venture with

Drambuie Parnell sought another partner and

found it in Malt Whisky Distilleries.

This was accompanied by a new advertising

campaign as the company increased its advertising

and promotional spend from £6m to £8m.

On Parnell’s death Michael Kennedy, who had been

groomed by Parnell, took on the newly formed role of

managing director.

In 2011 sales volumes grew across all regions except

southern Europe, helping Drambuie to make an

operating profit of £2.81 million, up 2 per cent on the

previous year.

The highlight of the trading performance was a 4 per cent

growth in shipments to the US, which remained its most

important market.