Drambuie 15 has been designed to appeal to discerning malt whisky drinkers. It is drawn from the company’s finest selection of 15-year-old Speyside Malts and has a drier taste than the original variant.
It is intended to appeal to existing Drambuie customers trading up as well as new malt whisky drinkers and will launch in the autumn to capitalise on the Christmas gift market, priced above the original variant.
Drambuie can trace its heritage back to Scotland in the 1740s. The name Drambuie is derived from the Scottish Gaelic phrase "an dram buidheach", which means "the drink that satisfies".
Jonathan Brown, brand heritage director, Drambuie Liqueur Co. said: "While Drambuie is stretching its consumer appeal beyond the traditional festive season with our range of long-drink recipes and Rusty Nail-inspired cocktails, Christmas remains an essential focus for Drambuie’s sales and marketing strategy.
"Drambuie 15 strengthens the brand as a credible Scotch alternative for whisky drinkers and our position as a Scotch whisky liqueur, not a liqueur made with whiskies.
"This is paramount in reaching modern and emerging markets and growing sales, especially at this important time of year."
Commenting on the marketing activity, Vicki Wonders, senior brand manager for Drambuie, added: "We are looking at working exclusively with Waitrose as our preferred grocery launch partner over Christmas to conduct sampling activity in their flagship London stores, offering consumers a unique opportunity to trial the brand over the Christmas period."
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