UK: Drambuie readies revamp for namesake liqueur
Drambuie has unveiled a new look for the bottle of its namesake Scotch whisky liqueur brand.
The Scotland-based company said yesterday (10 June) that the revamp is part of a programme aimed at "moving beyond the conventional after-dinner liqueur-drinking occasion".
The dark bottle is now clear, as well as being taller and thinner than before, and includes a new interlocking DD Drambuie icon behind the brand name, which also appears on the neck.
"Drambuie's packaging has scarcely changed since the first commercial bottling of 1909," said Drambuie's marketing director, Miranda Rennie. "Whilst the bottle is something of an icon, it's so heavily associated with the after-dinner liqueur that we decided to take a fairly radical approach to introducing new packaging."
The new packaging will be introduced progressively to all markets before the end of 2009, and will be accompanied by an advertising campaign for TV, cinema and press.
Earlier this year, Drambuie signed a deal with Morrison Bowmore to cover whisky procurement, blending and bottling, as well as storage and distribution.
The UK drinks industry will have to take a hit on pricing sooner or later, despite this week's reprieve in Scotland....
Pernod Ricard and Diageo's pitched battle on the fairways of world golf is hotting up....
Recent figures from drinks heavyweights Pernod Ricard and Diageo suggest that premium Scotch whisky sales are suffering in the economic dowturn....
Views on minimum pricing, off-sales discounts and raising the alcohol sales age to 21, have been called for by the Scottish Health and Sport Committee....
The top ten stories published on just-drinks this week:...
BrewDog's Tactical Nuclear Penguin...
The Scotch Whisky Association (SWA) has warned that minimum pricing will not address the issue of alcohol harm....
New Scotch whisky rules covering every aspect of the distilling, bottling and labelling have come into force this week. Here we take a look at key provisions of the new law....
- Cannabis – A clear and present danger to alcohol
- Is Irish whiskey ready to recognise its potential?
- Interview - Bernstein analyst Trevor Stirling
- The European beer market - Focus
- Trump, local spirits and the IR role - The Analyst
- Diageo appoints first programmatic marketing head
- Corporate Relations Director to leave Diageo
- Bacardi names new global communications head
- Diageo strike threat postponed with fresh vote
- Diageo, Nolets unveil latest Ketel One campaign