Page 40 - Drambuie case study

BRAND EQUITY: ACTIONS

Having eliminated non-core activities, returned the company

to profitability and cleared all bank debt Parnell and his

management team were free to implement their long-term

strategy to rebuild the brand equity. As with so many other

traditional after-dinner liqueur producers such as Cointreau,

Bols and Grand Marnier, Drambuie was seeking to transition

out of the after-dinner slot towards the cocktail usage.

“It became apparent that the product was not keeping

up. After-dinner drinking concerns mean that this is the

first thing consumers eliminate. The power lunch has

all but disappeared. Moreover, younger consumers

really did not know what Drambuie was or how to drink

it. The younger consumer doesn’t drink syrupy after-

dinner drinks. They drink cocktails. The consumer

challenge was to reposition Drambuie away from an

after-dinner drink.”