Page 84 - Drambuie case study

The other elements of the marketing mix were then

addressed. First, packaging which had changed little since

1909 and then the iconic bottle with its heavy association

with the after-dinner liqueur were taken in hand. As

Miranda Rennie, Marketing Director put it:

“The problem was that the bottle was still being placed

on the sticky liquor tray, or the bottom shelf of the back

bar. Packaging has moved on massively over the past

20 years, but Drambuie had looked almost the same

since it was launched.”

The new bottle was the last piece in the jigsaw puzzle. It is

clear, taller and slimmer, much easier for pouring. It has a

new ‘DD’ Drambuie icon behind the brand name and this

also appears on the neck. Moreover, as Glenmorangie

announced at the start of 2009 that it was ending its joint

venture with Drambuie Parnell sought another partner and

found it in Glasgow’s Morrison Bowmore. One of only a few

remaining Lowland Malt Whisky Distilleries. Morrison

Bowmore produce the famous Auchentoshan Single Malt

and will start bottling with the new bottle in late 2009.