Page 90 - Drambuie case study

With the core brand addressed and the elements of the

marketing mix now in place it may be time for Drambuie to

consider extending its portfolio?

"This is a leisure industry company; it's supposed to be

focused on fun. And to do that it needs to be a fun

company to work for. Everything we do should be

exciting, because if we are not exciting, then how are

we going to excite our customers?”

Phil Parnell

The financial crisis found Drambuie in a strong position. It

had a war chest which could fund its expanding production,

distribution and marketing. Those areas of concern for the

EU such as Greece and Spain and Ireland were for Drambuie

also of concern especially Greece.

Phil Parnell

In January 2011 Parnell became Executive Chairman when

Richard Stone relinquished the post to become Non-

Executive Chairman. It was planned that when Richard

Stone retired the following year, Parnell would then
relinquish his posts to take over as Non-executive Chairman.