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William Grant brings Drambuie distribution in house
After revamping the brand’s identity in late 2016, William Grant & Sons has officially added Drambuie to its UK distribution portfolio.
William Grant & Sons has officially added Drambuie to its UK portfolio
The whisky liqueur was acquired by William Grant in 2014, and now joins the firm’s key stable to sit alongside Glenfiddich, The Balvenie, Monkey Shoulder, Grant’s, Tullamore DEW, Hendrick’s gin and Sailor Jerry.
It was previously distributed in the UK by Bacardi Brown-Forman Brands.
“Liqueurs is a dynamic category within the premium spirits market, growing by £12.5 million last year, and since Drambuie is such a unique liquid, we are thrilled to announce it has joined our portfolio,” said Rita Greenwood, managing director of William Grant & Sons UK and Ireland.
“One of our ambitions is to grow our quality spirits offering within the market, and with 7.6 million liqueur drinkers in the UK, Drambuie is an excellent fit that complements our existing portfolio and will support our growth strategy both in the on and off trade going forward.”
William Grant revamped the brand with a new bottle design in September 2016, featuring a red cork cap and refreshed embossed logo.
As part of William Grant’s mission to recruit a new generation of Drambuie drinkers, the company has unveiled a new serve strategy for 2017 – the ‘Drambuie Collins’ – and will continue its ‘Brass and Crimson’ campaign celebrating Drambuie’s history with music through a series of UK events.