Page 95 - Drambuie case study

By June 2011 sales volumes had grown across all regions

except southern Europe, helping Drambuie to make an
operating profit of £2.81 million, up 2 per cent on the

previous year.

The best trading performance was a 4 per cent growth in
shipments to the US, which remained Drambuie’s most

important market. Sales in northern and eastern Europe

rose by 13 per cent and in Latin America by 18 per cent.

Figures for the UK were level.

"This has been another important year for

Drambuie in terms of attracting a new
generation of consumers. The foundations

have been set and, subject to global turmoil

not disrupting our key markets, we believe

further progress will be made in 2011-12."
Michael Kennedy

A year on and Drambuie was bucking the economic trend

with a results profile of:

Net profits increased by 84% to GBP2.8m (US$4.5m)
Net sales increased by 4.5%% to GBP22.9m

Operating profits up by 29% to GBP3.6m

Group volumes level on back of 27% Greek decline

This strong performance was driven by price rises and the

UK and then US launch of Drambuie 15.