Page 101 - Drambuie case study

European Union

Volumes in 2012 remained flat.

Drambuie blamed the euro zone crisis

for depressing demand in Southern

Europe and for a 27% drop in volumes
in Greece.

“The company has made good

progress over the last few years as

we rebuild the brand,” said

Kennedy. “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.”

Greece's decline, coupled with volume falls in Spain and

Italy, saw Drambuie's overall volumes for the year remain

flat. Kennedy says the priority there now as more buyers go
to the wall is market management.

“A lot of our big customers have run

into credit issues, and quite a lot of
the guys we were dealing with five,

six years ago who were great

customers have gone bankrupt,” he
said. “So a lot of the issue there is

trading and making sure you are