Page 11 - Drambuie Teaching Note

Sales in northern and Eastern Europe rose by 13 per cent

and in Latin America by 18 per cent.

The Parnell/Kennedy strategy was based on recruiting a

new generation of drinkers without alienating existing

Drambuie drinkers, "We have identified our target at a 25

to 48 year old professional, and it is about saying

Drambuie is an interesting, deep, complex drink and we

are pretty sure anyone can find a way to enjoy drinking

it."

However, the Euro crisis had an adverse effect on large

European customers running into credit issues often

leading to bankruptcy. So, a lot of the issue there is

trading and making sure you are getting paid for what

you are selling.

In June 2011 Greece, Drambuie's third largest market,

witnessed a 30 per cent cutback in Drambuie purchases

leading to a 56 per cent decline in shipments. These

plummeting sales led to a new focus on emerging

markets.

2014 witnessed the sale of Drambuie and the family

reaping the rewards of a turn around company selling at

market price rather than at firesale prices.