Spirits firm looks to liqueur

SCOTTISH spirits firm William Grant & Sons has added whisky liqueur Drambuie to its portfolio of premium brands. 

Previously distributed in the UK by Bacardi Brown-Forman Brands, Drambuie was acquired by William Grant & Sons in 2014; it now sits alongside the firm’s existing premium brands, which include Glenfiddich and The Balvenie single malt Scotch whiskies, Monkey Shoulder, Grant’s, Tullamore Dew Irish whiskey, Hendrick’s gin and Sailor Jerry spiced rum.

Since acquiring the Drambuie brand, William Grant & Sons has redesigned the liqueur’s bottle in a bid to “truly reflect the brand’s roots”.

Rita Greenwood of William Grant & Sons UK said with the firm’s aim of growing its quality spirits offer, 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”.