Drambuie attracts modern crowd with limited edition bottle

Continuing its mission to attract new, younger consumers to the brand, Drambuie has released its first limited edition bottle in the run-up to Christmas.

The spiced Scotch whisky liqueur has been given a modern makeover inspired by its Taste of the Extraordinary marketing campaign that attributed to double-digit growth in the UK in 2012.

Wrapped in a striking black and white zig zag design, the new bottle will be rolled out in the UK, Greece, Malta and Bulgaria,

Tim Dewey, global marketing director for Drambuie, said: “The Taste of the Extraordinary campaign was designed to take Drambuie in a bold new direction to attract a new generation of drinkers. The unveiling of this limited-edition bottle takes the campaign one step further to captivate drinkers with a distinctive new look, submerging them further into the mysterious and complex world of Drambuie.”

The limited edition bottle is being rolled out this month with an RRP of £25.

Drambuie posted an overall operating profit increase of 5% to £3.37 million in its end-of-year financial results to June 2013, while net sales per case improved by £1.10.

The “star” UK market saw double digit growth of 17% following the comprehensive roll out of the A Taste of the Extraordinary campaign across TV and cinema, which set out to rebuild the brand.