Page 19 - Drambuie case study

Parnell, formerly marketing director of United Distillers and

latterly a chief executive of Dunlop Slazenger, had a remit to

restore the fortunes of the company and family. To this end

he had prepared an eight-page strategy document that

recognized two fundamental facts:

1. Drambuie’s traditional after-dinner-drinks market

was dying and

2. the future lay in the long mixed drinks market