Grant’s has undergone a global brand refresh which has included renaming its signature blend to Triple Wood. The William Grant & Sons brand has also refined its Cask Edition range and launched upgraded packaging for the travel retail-exclusive Distillery Edition.
Grant’s Distillery Edition is a blended Scotch whisky honouring those that have worked at the Grant’s Girvan distillery in Scotland. The new packaging features a more premium gift carton and highlights the travel retail-exclusive status.
The upgraded packaging will be presented at the TFWA World Exhibition in October (Golden Village Go2), alongside the full Grant’s range.
“Since blended Scotch whisky represents 58% of total global travel retail whisky value sales, Grant’s has always been a crucial brand within the William Grant & Sons portfolio. [It sells] well in Europe, the Middle East and India in particular,” said William Grant & Sons Managing Director Ed Cottrell.
“According to IWSR, in 2017 the global travel retail blended Scotch market grew by +2.3% in value, while the Grant’s brand grew +5.8%. We are expecting to further accelerate that growth this year and next.”
Cottrell noted that an expansive visibility and tasting programme was in place to support the new look, and predicted 2019 would be a “big year” for the brand.
Grant’s Chief Marketing Officer Philip Gladman stated that while some blended whiskies were “declining”, Grant’s “continues to go from strength to strength, leapfrogging others to become the world’s number three Scotch whisky”.
He added: “As the whisky that holds the family name, we have big ambitions to be the most distinctive player in Scotch whisky and are proud to celebrate our Triple Wood maturation with a new global brand refresh.”
