Page 13 - Drambuie case study

Drambuie Cream

To compete in the market of other cream-
based drinks, such as Baileys Drambuie
developed Drambuie Cream Liqueur. This
was a separate drink for a separate market,
geared to a new generation of liqueur

drinkers. Within eighteen months of setting
up Glenaird this most recent branded
product in Drambuie’s portfolio was brought
under Glenaird’s production wing to coincide

with the wider launch of Cream supported
through a new advertising campaign in the

UK and distributed through new distributors
Bacardi-Martini.

This would augment Drambuie Cream’s success in its other

launch markets of Greece, Australia and the Netherlands.

Sales of the core product however, had been in steady

decline for many years. Between 1988 and 2007, sales

decreased by an average annual rate of -2.45%, from

560,000 nine-litre cases to 349,000 cases.