Page 96 - Drambuie case study

The company said Drambuie 15 had a “positive impact” on

Global Travel Retail sales were one-fifth of brand Drambuie,

above the company's one-tenth target and was outselling

brand Drambuie in Heathrow, Gatwick and Edinburgh

airports. It also experienced 12% sales growth in Dubai, the

world's biggest travel retail airport.

Drambuie exports to 120 countries, but Kennedy said he

wanted a “more meaningful presence” in targeted regions.
And as such Drambuie was increasing investment in new

markets.

Brand Drambuie was launched in India in 2011 and this
would be followed up in South-East Asia, where Drambuie

15 was already doing well in trials in Vietnam.