Drambuie is reborn with launch of new bottle design

5 October 2016


Drambuie is reborn with launch of new bottle design

William Grant & Sons have re-established Drambuie with a new bottle design and brand identity due to be revealed at the TFWA World Exhibition and Conference in Cannes at the start of October.           

The independent family distiller partnered with strategic brand design and innovation agency Webb deVlam to create the new bottle design, with the purpose of refreshing the Scotch-based liqueur.

Prior to William Grant & Sons acquiring Drambuie in 2014, both bottle and branding underwent a radical re-design in 2009, in an effort to rejuvenate the brand image and attract a new audience. However, this was a move that modernised the brand beyond recognition, with consumers lost as to when and why they would drink it. 

Cat Spencer, Global Brand Manager for Drambuie, comments: “The brief was to reclaim Drambuie’s rightful place on the modern cocktail scene. Global insight studies showed an existing, if latent, love for the drink itself - but there was a loss of appreciation for the brand. We are delighted that Webb deVlam have managed to resurrect our heritage in a classic, yet modernised bottle and brand design.”

Intricate Jacobite illustrations depict the liqueur’s 270-year-old Isle of Skye provenance. The bottle also features an iconic cockade as worn by Bonnie Prince Charlie.

Nikki Austen, Head of Strategy and Innovation at Webb deVlam, comments: “Drambuie is a seductive spirit with a rebellious soul. The qualities apparent in both the history of the brand and its distinctive taste cannot be rivalled, and the same goes for the resulting bottle design, which brings the heritage back and the brand forwards.”

The Drambuie bottle is the latest work produced by Webb deVlam for William Grant and Sons. Last year the agency designed the packaging for Grant’s Elementary range, which received the Best Drinks Launch award at the Drinks International Travel Retail Awards, 2015.

 

The new bottle will be revealed at this year’s upcoming TFWA World Exhibition and Conference in Cannes, which takes place from 2-7 October 2016.

 



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