Grant’s launches global brand refresh and upgrades Distillery Edition exclusively for GTR

GrantsGrant’s Scotch whisky has announced a global brand refresh which includes renaming its signature blend to Triple Wood, refining its Cask Edition range and upgrading the packaging on its Global Travel Retail exclusive Distillery Edition.

The new campaign and packaging will be presented at TFWA World Exhibition this October (Golden Village Go2), along with the full range.

“Since blended Scotch whisky represents 58% of total GTR whisky value sales, Grant’s has always been a crucial brand within the William Grant & Sons portfolio, selling well in Europe, the Middle East and India in particular,” says WGS Managing Director Ed Cottrell.

“According to IWSR, in 2017 the GTR blended Scotch market grew by +2.3% in value, while the Grant’s brand grew +5.8%, and we are expecting to further accelerate that growth this year and next.”

Grant’s Triple Wood liquid is rested in three types of cask – Virgin Oak which provides spicy robustness, American Oak lending subtle vanilla smoothness and Refill Bourbon bringing brown sugar sweetness.

Grant’s Distillery Edition, the company’s Global Travel Retail exclusive blended Scotch whisky, has new packaging that has been upgraded with a more premium gift carton and mentions the GTR exclusive nature of this product.

Grant’s Cask Editions are three blended Scotch whiskies finished in a carefully selected final cask for greater depth of flavor. The Cask Editions consist of Grant’s Ale Cask, Grant’s Rum Cask Edition, and Grant’s 8 Year Old Sherry Cask Finish.

Adds Ed Cottrell: “All of us in the William Grant & Sons GTR team are really excited about the new look Grant’s family and, in particular the upgraded Distillery Edition which looks fabulous. In GTR it’s about more than the product, of course, and we’ve got a great visibility and tasting program in place to support the new look – 2019 is going to be a BIG year for Grant’s

Travel Markets Insider © 2018