Big, bold and gold: Grant’s Triple Wood 12 Scotch lands in travel retail

Big, bold and gold: William Grant & Sons is promoting Grant’s Triple Wood 12 Scotch with a striking bar pop-up series in EMEA travel retail

William Grant & Sons is promoting the global travel retail launch of its Grant’s Triple Wood 12 Scotch whisky with a series of high-profile travel retail activations in Europe, the Middle and Near East and South Africa.

The pop-ups highlight the new Grant’s Triple Wood 12’s bottle design and invite travellers to experience the blend, which is the result of three-barrel aging and flavour layering.

Produced in the Girvan Distillery, Triple Wood 12 is a creamy, fruity spirit that is aged in three barrels then refilled in bourbon barrels to add sweetness. It is aged for a minimum of 12 years before blending.

The reserved sherry cask, the third barrel in the three-barrel layering process, adds an extra layer of flavour in accordance with the brand’s motto “two barrels make it good, the third makes it Grant’s’. It won the IWSC Gold Medal for world’s best blended whisky in 2019.

Pictured above is the Grant’s bar trolley/sampling promotion in Larnaca International Airport in Cyprus

The blend is highlighted in key airports in EMEA travel retail through bar sampling in striking black and gold colours. The bars are equipped with digital elements to draw travellers in and prominently feature the brand’s ‘G’ logo. They are supported with refreshed wall bays and gondolas that mimic the bottle design of Triple Wood 12.

The Grant’s Triple Wood 12 activation series was successfully rolled out in Larnaca International Airport, Istanbul Airport and in Romanian border shops throughout September and October, with activations ongoing in O.R. Tambo International Airport, Johannesburg.

William Grant & Sons is also rolling out the promotion in Beirut Rafic Hariri International Airport and at Baltona Warsaw Chopin Airport with Baltona. It will also launch with Delhi Duty Free in Indira Gandhi International Airport, Scandlines’ Puttgarden border shop in the Nordic market and Moscow Sheremetyevo International Airport from the end of 2021 to early 2022.

Two barrels make it good, a third makes it Grant’s is the motto that inspired the three-barrel ageing process of Grant’s Triple Wood 12 Scotch, which won the Gold Award for ‘World’s Best Blended Whisky’ at IWSC 2019

Each activation is tailored to regional preferences. William Grant & Sons Customer Planning Activation Manager Oksana Ohene-Adu commented, “We wanted to make sure we are targeting and attracting the right consumer in this premium blended scotch-led market. The big G we are showcasing represents our team badge and is at the heart of our new brand world that champions the power of collective achievement.

“We also developed glorifiers to elevate our premium bottle. In addition, a custom-made sampling trolley was built to support this activation which enables our team of promoters to offer consumers a taste of our award-winning liquid.”

A region-specific, multi-touchpoint approach characterises the Grant’s Triple Wood 12 promotion in Travel Free’s eight Romanian border shops

In Istanbul, William Grant & Sons is focusing on the Arrivals zone as Grant’s has strong brand awareness in the domestic market. In Travel Free’s eight Romanian border shops, the brand was showcased with multi-touchpoint pop-ups at high-visibility areas. The same multi-touch point approach will also feature with Scandlines’ Puttgarden border shop which will include a new infinity mirror wall bay.

The activation at Beirut Rafic Hariri International Airport will feature both Glenfiddich and Grant’s Triple Wood 12. It will launch in December at the main departures area and feature multiple digital elements including a campaign on the airport’s curved LED screen.

William Grant & Sons Customer Planning Activation Manager Manmeet Kaur commented, “It’s a perfect spot for maximum passenger reach. Web banners featuring Triple Wood 12 will also feature on the airport’s own website, reaching consumers who are researching what’s on offer before they travel.

“Throughout this activation programme we have created experiences that encapsulate the premium quality of Grant’s Triple Wood 12. Engaging, impactful and educational interaction with consumers at numerous touch points throughout their journeys work together to build a compelling brand story paving the way for Grant’s Triple Wood 12 success.”

 

 

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