Travel Retail and Duty Free Business Intelligence    Friday 24 October 2014

SPIRITS AND WINES

Drambuie to unveil The Royal Legacy of 1745 - 15/10/09

Published: 15/10/09

Source: ©The Moodie Report

By Mary Jane Pittilla, Brands Editor

The Royal Legacy of 1745 is presented in an embossed decanter, crowned with a weighty cork stopper
UK. The Drambuie Liqueur Company has announced the launch of super-premium malt whisky liqueur The Royal Legacy of 1745, which will be showcased at the TFWA World Exhibition in Cannes next week (stand number: Riviera Village RF9).

The launch of The Royal Legacy of 1745 is a major step in Drambuie’s marketing strategy for global travel retail, which is an important part of its overall rejuvenation strategy to reposition the brand to appeal to new and younger consumers.

The product celebrates the centenary of the first commercial bottling of Drambuie in Edinburgh in 1909 and contains the liqueur's "secret elixir" of herbs and spices in a recipe that has been unchanged for 260 years.

Hand-crafted cask infusion and small batch production are said to guarantee product quality in strictly limited quantities. The finished product is bottled at 46%abv to enhance the intensity of flavour.

Presented in an embossed decanter, crowned with a weighty cork stopper, The Royal Legacy of 1745 aims to evoke the luxury and indulgence of a bygone regal age.

Taking its cue from the new distinctive core Drambuie packaging, the sword slashes on the shoulders and the interlocking DDs trademark are central features of the decanter.

Individually authenticated presentation box

Each decanter’s presentation box will be individually authenticated with the bottling date, bottle number and signature of the Drambuie Master Blender.

“The Royal Legacy of 1745 is a unique signature statement of Drambuie’s art, craftsmanship and heritage," said Drambuie Liqueur Co Marketing Director Miranda Rennie.

“The Royal Legacy of 1745 is a super-premium product ideally suited to the exclusive travel retail market. The luxurious embossed decanter and high quality presentation case guarantees shelf stand-out that will appeal directly to both committed Drambuie followers and new markets.”

The Royal Legacy of 1745 is available exclusively through selected international travel retail outlets (70cl and 75cl) with a travel retail RSP of £125 (€159/US$229).

Tasting notes

Nose: Soft spice, citrus and toffee notes, balanced with subtle malt whisky oak and vanilla.
Flavour: A complex progression, starting silky smooth on the tongue, glowing with the warmth of exotic spices, overlaid with citrus top-notes.
Finish: These flavours blend, mellow and gently fade.

About Drambuie

The Drambuie Liqueur Co Ltd is an independent, family-owned business that has been producing the world-renowned Drambuie Liqueur since 1909.

Drambuie is regarded as one of the top five liqueurs ever produced (Paul Pacult, Spirit’s Journal, 2008) and remains a top 50 global spirit in volume (source: IWSR 2008).

The elixir at the heart of Drambuie was created more than 260 years ago exclusively for Prince Charles Edward Stuart of Scotland. It is a combination of aged Scotch whiskies, heather honey and a blend of herbs and spices - a recipe kept secret since 1745.

In the late 19th Century the drink became know as “an dram buidheach” – from the Gaelic the drink that satisfies - and was subsequently registered as Drambuie is 1893.

The first commercial production of Drambuie took place in Edinburgh 1909, it became the first liqueur to be served in The House of Lords in 1916 and became popular internationally as it was taken abroad by the Scottish Regiments in the two World Wars.

In the US post-prohibition, it became synonymous with the classic cocktail The Rusty Nail. Today it can be enjoyed neat, over ice and as a long drink mixed with soda, ginger beer or ginger ale.

For details, contact Miranda Rennie, Drambuie Liqueur Co. Ltd, tel:+44 1895 458680 or e-mail miranda@drambuie.com Visit www.drambuie.com

MORE STORIES ON DRAMBUIE

Drambuie reaps solid profits following image overhaul – 08/10/08

Drambuie pursues a change in perception – 02/02/07