Page 83 - Drambuie case study
P. 83
International Advert 2007
Country relevance
International Ad
For Parnell, by 2007, the rationalisation of the business was
materially complete. He had cleared Drambuie of its debt,
returned the company to profit and overseen the
reinvigorated growth in the United States where he
had halted a 4% fall in sales and turned it into a 2% per
annum growth. This now left management free to
concentrate exclusively on rebuilding the Drambuie brand.
