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 to trade buyers 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.
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.
