Page 89 - Drambuie case study
P. 89
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In late 2009 Drambuie was trading in line with the market
and had not experienced any specific erosion of Drambuie.
“ With the negative volume impact that people are
sustaining this year, we are finding that at least 50% of
our volume shortfall is coming from the de-stocking of
the supply chain by both our distributors and retailers.
It is a little more pronounced for us than for the bigger
companies. Because we are an independent company
with third-party distributors we are getting two hits of
the supply chain (at both importer and wholesaler
level). But we will still be extremely profitable and cash-
rich this year.”
Phil Parnell
