Page 73 - Drambuie case study

The US was, and is Drambuie’s biggest market with 50% of

sales going there. This is followed by the UK and Greece

both of whom account for about 15% each. Countries such

as Spain, which enjoy dark drinks, are seen as having real

potential. Russia is another target.

Parnell’s target of achieving case sales of 450,000 a year by

2008 with operating profits of £5m which would represent a

return on net sales of about 20% was boosted by better

stock management.