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Drambuie defies Eurozone crisis with healthy growth
Drambuie has reported a healthy sales growth this year despite the Eurozone crisis continuing to wreak havoc on its southern European performance.
Drambuie’s Taste of the Extraordinary advertising campaign will roll out across its key markets this year
Announcing its end of year results to 30 June 2012, Drambuie reported its global sales value grew 5% thanks to the success of both expressions in domestic markets, such as the US, Germany, Turkey and Australia, and a price increase of Drambuie Original.
However sales volumes remained consistent with the group’s 2010/11 results as the Euro crisis continued to have an effect in southern Europe, particularly in Greece where sales decreased 27% compared to last year.
However the brand has continued to grow in emerging markets, including India and South East Asia where both brands have entered for the first time. As such Drambuie injected £1.3m into marketing the brand in these markets, and expects to continue the same level of investment during 2012/13.
However it is Drambuie 15 that has seen remarkable growth in global travel retail, which over Christmas outsold Drambuie Original in the key airports of London Heathrow, London Gatwick and Edinburgh.
Michael Kennedy, chief executive of Drambuie, said the results were an indicator of the year ahead.
“The company has made good progress over the last few years as we rebuild the brand. The team expects to continue this progress in the forthcoming year, providing the current global turmoil does not further damage trading conditions across Drambuie’s key markets.”
Drambuie intends to continue the rollout of its new advertising campaign ‘A Taste of the Extraordinary’ in the US, UK and Canada, and will launch a TV campaign in the run up to Christmas.