Page 103 - Drambuie case study

GREECE

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.

By June 2012 Kennedy was saying that
he wouldn't abandon Greece despite these plummeting

sales and a new focus on emerging markets.

Volumes in Greece had by 2012, fallen by half since its
heyday as the company's second-biggest market a few years

earlier. Volumes in Greece had dropped by 27% year-on

year.

“We're not walking away."

“We're still investing to a degree, though

not like we did in the past, because there

are a lot of consumers out here. The

brand is relatively healthy in terms of
age of consumers in Greece relative to

more mature markets.”

Kennedy