Page 41 - Articulate Files
P. 41
Drambuie
Marketing, Strategy, International Business,
Turnaround
A The McKinnons: Family BusinessFamily business
Case A of Drambuie traces the
development of the liqueur In 1746 as a
reward for their aid in protecting the
prince and helping him escape the
English armies Captain John
MacKinnon, of clan McKinnon on Skye,
was given as a farewell gift by the
Prince, the precious recipe for his
personal "eau de vie" liqueur. The First
World War proved a springboard for
Drambuie as it distributed its drink to the officers’ messes of
the Highland regiments. Its popularity grew and by the time
prohibition was repealed in America, in 1933, Drambuie was
ready and able to take on and develop what would become
its primary market, the USA.
After the Second World War Drambuie's popularity soared
to the point that during the 1970s and 1980s it was
considered a market leader in the sweet alcoholic beverage
category, selling at the height of its popularity 750,000
cases.
To compete in the market of other cream-based drinks, such
as Baileys Drambuie developed Drambuie Cream Liqueur.
