Page 30 - Drambuie case study
P. 30
Sales Rejuvenation
Parnell was also quick to point out small but crucial
elements which had hampered Drambuie’s growth such as
the bottle neck which was too wide to allow the traditional
pourer to be fitted. Likewise, the traditional squat shape of
the Drambuie bottle gave the impression that the 70cl
Drambuie bottle was smaller and more expensive than its
competitor’s longer, narrower 50cl bottles thereby, in the
eyes of the buyer, creating a perception of lower value for
money.
