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William Grant & Sons relaunches Drambuie

William Grant & Sons relaunches Drambuie

William Grant & Sons has unveiled a refreshed design for Drambuie following its 2014 acquisition of the brand. 

The whisky liqueur has a striking new bottle that evokes its 270-year-old history, from its beginnings as a local favourite on the Isle of Skye in the 18th Century through to today.

The new bottle styling is a modern interpretation of classic design with stronger shoulders and a slight taper, making it stand proud on any back bar or drinks cabinet shelf. The bottle is cast in dark amber glass and topped with a striking red cork closure to evoke the design of the 20th Century, when Drambuie became the integral ingredient in the legendary Rusty Nail cocktail. 

The Drambuie liquid does not change, remaining true to the recipe, which is a unique combination of aged Scotch whisky, heather honey, and herbs and spices.

Freddy May, Global Ambassador for Drambuie at William Grant & Sons said: “Drambuie has come a long way since it was first made and today it’s an essential in the finest bars around the world. We’re very proud to own an iconic liqueur that has been a premium mainstay of cocktail culture for more than a hundred years, and the new design is the first of several modern twists we have planned for Drambuie’s future.”

Paul Hannan, Brand & Channel Marketing Manager at William Grant & Sons Australia said: “The newly designed bottle reflects the characteristics of Drambuie whisky; smooth, elegant and refined and is the perfect complement to the rich, icon liqueur housed inside.”

Drambuie announces bartender competition

In celebration of the unveiling of the new design, Drambuie is inviting bartenders from across the world including Australia to participate in its first global Instagram competition, running until November 19, 2017.

To enter, mixologists create a unique cocktail, or twist on a classic (it must be 1 part Drambuie), take a photo or short video of it and post it on Instagram with the cocktail’s name, their inspiration and the recipe details and using the hashtags #Drambuieandyou #Drambuie

The winners will be picked to travel with Freddy May to the Isle of Skye in 2018 for a once in a lifetime Drambuie experience. Click here for full T&Cs.