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Originally created in 1745 for Scotland’s rebel Prince Charles Edward Stuart, Drambuie has spent the last hundred years in its characteristic short dark bottle that has veiled the secret elixir within. Featuring a taller bottle, clear glass and new labeling, the new package represents a departure for this classic spirit and is set to continue the process of reestablishing Drambuie as a super premium, unique brand.

Developed by renowned French design studio Linea, the new package represents another bold step in the rejuvenation of Drambuie. In recent years, the brand has rolled out a nationwide campaign aimed toward reintroducing the classic brand to a new generation of younger, discernable, adult drinkers.

The newly designed bottle will continue this development, while preserving the essence and secret recipe of this celebrated spirit. Expected on shelves in August 2009, the new bottle launch will be supported by a dedicated marketing campaign featuring television and print advertising, public relations, on-premise events in seven major markets and widespread consumer sampling – all designed to increase trial and awareness of Drambuie.

“This new packaging 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 bottle design, we are now putting this celebrated elixir on prominent display, while still keeping the closely-guarded secret recipe of aged Scotch whiskies, heather honey and a blend of herbs and spices unchanged.”

This year marks the 100th anniversary of the widespread commercial availability of Drambuie. Since that time, Drambuie has become internationally renowned for its complex flavor, character and versatility. An essential ingredient in the classic Rusty Nail, Drambuie is also enjoyed straight up or with club soda and has recently been embraced by bartenders and mixologists as an essential cocktail ingredient.