Page 76 - Drambuie case study
P. 76
Equally the external communication process was addressed.
In 2006 turnover remained flat, at £21m excluding
exceptionals, as the company withheld nearly 10% of its
annual shipments to "rebalance" stock levels at overseas
distributors. Drambuie shipped nearly 30,000 fewer cases
than underlying depletions in the countries concerned and
absorbed over £800,000 of "lost profit" in 2006 as a
consequence.
