William Grant & Sons UK has officially welcomed Drambuie into its portfolio. The brand was acquired by Wm Grant & Sons in 2014, but its distribution stayed with Bacardi Brown-Forman in the interim.
Rita Greenwood, Managing Director of William Grant & Sons UK and Ireland, comments,“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. 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 & Sons UK revitalised the Drambuie brand in late 2016 with a new identity and bottle design to truly reflect the brand’s roots. The new design sees the iconic Drambuie red cork cap reintroduced, and features the brand’s refreshed logo based on the design from the 1960’s, embossed on textured cream stock with gold foiling.
Plans for revitalizing the brand continue in 2017, with William Grant & Sons’ mission of recruiting a new generation of Drambuie drinkers. Along with the new serve strategy for the ‘Drambuie Collins’ and the new bottle design, the company plans to continue with ‘Brass and Crimson’ – a campaign celebrating Drambuie’s history with music through a series of events up and down the country.
William Grant & Sons existing portfolio includes Glenfiddich and The Balvenie single malt Scotch whiskies, Monkey Shoulder, Grant’s, Tullamore D.E.W. Irish whiskey, Hendrick’s gin and Sailor Jerry spiced rum.
BenRiach, GlenDronach and Glenglassaugh distilleries have been sold to Bacardi Brown-Foreman in a deal worth £285 million.
The brand distilleries are being sold as well as a bottling plant in Newbridge and the company’s HQ in Edinburgh, and will see Jack Daniels’ owner Brown-Foreman make a return to the single malt market after an absence of a decade, since it sold Glenmorangie to Moet Hennessy in 2005.
Former Burns Stewart investor, Billy Walker, along with two South African investors Geoff Bell and Wayne Kieswetter, bought the BenRiach Distillery in 2005 after it had lain unused by owners Chivas Rigal. Creating The BenRiach Distillery Company, they then went on to acquire GlenDronach and Glenglassaugh, and the firm now employs 165 people, including 55 seasonal and casual workers.
Paul Varga, the chief executive of Bacardi Brown-Forman, which employs 4,400 people, said: “The acquisition of these super-premium brands will allow us to re-enter one of our industry’s most exciting and consistent growth segments, single malt Scotch whisky. The Glendronach, BenRiach, and Glenglassaugh single malt brands are rich in history and we believe they will continue to prosper and grow in our hands.”
Walker, managing director of The BenRiach Distillery Company, said, who was formerly an operations director and investor in whisky firm Burn Stewart, said, ”We feel immensely privileged to have been custodians of this business for the last 12 years, and to be associated with these wonderful brands and great distilleries. We are very confident that Brown-Forman will take The GlenDronach, BenRiach, and Glenglassaugh brands to the next level and fulfil their full potential, and prove to be worthy custodians of these historic distilleries.”
The GlenDronach Distillery, located in the hills of the Scottish Highlands, was founded in 1826. GlenDronach produces a range of ultra-premium single malt whiskies and is most noted for its richly sherried whiskies. Located in the heart of Speyside, The BenRiach Distillery began making malt whisky in 1898 and is known for experimenting with wood finishes producing whisky from both non-peated and peated malted barley. The Glenglassaugh Distillery, founded in 1875, is located on the coast in the northern Scottish Highlands overlooking the North Sea producing a coastal Highland malt.
Bacardi Brown-Forman are aiming to raise the profile of Jack Daniel’s Tennessee Honey in the on-trade with a new advertising campaign and new point of sale.
The POS will emphasise the importance of chilling the whiskey, as well featuring the perfect serve whether straight up, over ice or mixed with lemonade. It includes display bottles, bar runners, signage, drip mats and beehive ice buckets to display the product on ice. There will also be exclusive beehive freezers made available to selected venues.
Crispin Stephens, Trade Marketing Manager, said, “Jack Daniel’s Tennessee Honey has surpassed all expectations, recruiting new drinkers and driving fresh interest and sales of Old. No.7. However, distribution is still only at 15% in the on-trade so there is a huge opportunity to drive further category growth and recruit new consumers into the Jack Daniel’s trademark. To help do this we have launched the 1.5l for large volume mainstream venues, the new 2014 marketing campaign will see an increased media spend to grow consumer awareness and engagement, and the array of other support for our customers will drive trial and ROS during the all-important summer months and beyond.”
He continues, “The chilled message will be at the heart of all our in-outlet communications as we know that ROS can be increased by as much as 37% when consumers enjoy Jack Daniel’s Tennessee Honey as it should be served – CHILLED. The on-trade sampling campaign will prompt trial and purchase, so we strongly recommend bar operators and licensees stock up now to make the most of the opportunity the new activity is set to bring.”