William Grant & Sons is re-establishing Drambuie with a new bottle design and brand identity by Webb de Vlam. The independent family distiller partnered with the brand design agency to create the 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. Global Brand manager for Drambuie, Cat Spencer said: "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 de Vlam have managed to resurrect our heritage."
