Page 97 - Drambuie case study

2011/2012

In 2011 sales volumes grew 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 highlight of the trading
performance was a 4 per cent growth in shipments to the

US, which remained its 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."

Kennedy

"So it is about looking at where are the markets we

can genuinely get growth out of and ploughing our
resources into that. "

"The UK and US are what we would call our must-

win markets."