William Grant reveals new-look Drambuie

UK-based William Grant & Sons has unveiled a new-look pack for Drambuie, the first major development for the brand since it was acquired in 2014.

Set to be showcased on-stand at the upcoming TFWA World Exhibition, the new 1-litre bottle features a simpler shape with wider shoulders.

The label clearly states the liqueur’s Isle of Skye roots, and details the product’s composition: “Aged Scotch whisky, heather honey, herbs & spices”.

William Grant & Sons says Drambuie offers “tremendous potential” in the liqueurs category.

“Drambuie is our secret and I am really excited about it!” said Ed Cottrell, William Grant & Sons global travel retail managing director.

“Since acquiring the brand we have been examining the best ways to re-engage with existing drinkers and to connect the brand with an entirely new generation of consumers. First stage is to introduce a new upgraded presentation that we will be showing to our customers in Cannes.”

William Grant & Sons confirmed its acquisition of Drambuie in September 2014, describing the brand as a “very natural addition” to its portfolio.

Speaking shortly after the brand was acquired, William Grant’s then-global travel retail director Ian Taylor said the company intended to “kill” the existing communication for a fresh start.

“With Drambuie we have a brilliant brand name and heritage but we just need to re-engage drinkers,” Ian Taylor, global travel retail director for William Grant said.

“We’re not sure which direction we are going to go with Drambuie yet, but we want to have a go at something exciting.”

William Grant & Sons will exhibit at the upcoming TFWA World Exhibition & Conference, which takes place at the Palais Des Festivals, Cannes, from 2-7 October 2016.