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.