DRAMBUIE(R) Reveals New Bottle Design



    Bold New Packaging Marks Next Step in Rejuvenation of Classic Spirit

    TORONTO, Aug. 31 /CNW/ - A century after the brand's first bottling in
Edinburgh, DRAMBUIE Liqueur today announced the introduction of a brand new
bottle design, created to showcase the storied spirit and signal another
development in its long and fabled history. Originally created in 1745 for
Scotland's rebel Prince Charles Edward Stuart, DRAMBUIE has spent the last
hundred years in a dark bottle hiding the secret recipe within - until today.
With its striking new clear bottle design, this golden elixir will now be
revealed for the first time.
    Derived from the Gaelic "An Dram Buidheach" - meaning the drink that
satisfies - DRAMBUIE has been enjoyed for centuries by adults who appreciate
its complex flavor, distinct character and versatility. Over the years,
DRAMBUIE has enjoyed a rich and colorful history - from its origins in a story
of rebellion and passion, to its early production on the Isle of Skye and from
its acceptance into the cellars of British Government buildings, to its
eventual worldwide acclaim. With its new taller bottle, clear glass and new
labeling, designed by renowned French design studio Linea, DRAMBUIE is taking
another bold step towards cementing its reputation as one of the world's great
liqueurs.
    "This new bottle represents a milestone moment in the development of one
of the world's most storied spirits," said Phil Parnell, CEO of DRAMBUIE.
"With this dynamic new design, we are now putting this legendary elixir front
and center, while keeping the closely-guarded secret recipe of aged malt
whiskies and spiced honey unchanged since 1745."
    This year marks the 100th anniversary of the widespread commercial
availability of DRAMBUIE. Since that time, DRAMBUIE has become internationally
renowned for its unique flavor and fabled history. An essential ingredient in
the classic Rusty Nail(R), DRAMBUIE is also enjoyed straight, on the rocks,
mixed in a refreshing tasting cocktail with soda or ginger ale and lime, and
has in recent years been embraced by bartenders and mixologists as an
essential cocktail ingredient.

    About DRAMBUIE

    DRAMBUIE was created more than 260 years ago exclusively for Prince
Charles Edward Stuart of Scotland. It is a unique combination of aged Scotch
whiskies, heather honey and a blend of some of the finest herbs and spices - a
recipe kept secret since 1745. From the Gaelic "an dram buidheach" - the drink
that satisfies - DRAMBUIE is enjoyed by those who appreciate its timeless, yet
distinctive taste. DRAMBUIE can be served on the rocks, in classic cocktails
such as the Rusty Nail, or more contemporary long drinks such as the DRAMBUIE
and Soda with lime. For more information visit www.DrambuieDen.ca

    About Bacardi Canada, Inc.

    Bacardi Canada, Inc. is the Canadian import, sales and marketing arm of
one of the world's leading spirits and wine producers. The company boasts a
portfolio of some of the most recognized and top-selling spirits brands in
Canada including BACARDI(R) rum, the world's number-one selling rum; GREY
GOOSE(R) vodka, the world-leader in super-premium vodka; DEWAR'S(R) Blended
Scotch whisky, the fastest growing blended Scotch whisky in Canada; BOMBAY
SAPPHIRE(R) gin, the number-one valued premium gin in the spirits industry;
CAZADORES(R) blue agave tequila, the number-one premium tequila in the world;
MARTINI & ROSSI(R) vermouth, the world-leader in vermouth; and other leading
and emerging brands.

    
                            www.DrambuieDen.ca

                         PLEASE DRINK RESPONSIBLY(R)
      DRAMBUIE IS A REGISTERED TRADEMARK OF THE DRAMBUIE LIQUEUR COMPANY
                        LIMITED, EDINBURGH, SCOTLAND.
                         LIQUEUR - 40% ALC. BY VOL.
    





For further information:

For further information: Maloney & Fox, Julie Conover, (646) 356-8338,
jconover@maloneyfox.com

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DRAMBUIE

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BACARDI CANADA, INC.

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