Grant’s launches Triple Wood brand refresh
Australia’s second-biggest selling blended whisky, Grant’s, has announced a global brand refresh which will include a renaming of its signature blend as well as new packaging and a refined core range.
Grant’s Triple Wood, will launch in Australia this month and is described as being a new way to communicate details of the Grant’s liquid through its whisky-making process and maturation in three distinct casks.
Philip Gladman, Grant’s Chief Marketing Officer, said: “While other blended whiskies are declining, Grant’s continues to go from strength to strength, leapfrogging others to become the world’s number three Scotch whisky. 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, the key to our exceptional taste, with a new global brand refresh.”
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 – for a truly rich, smooth and mellow taste.
Brian Kinsman, Master Blender and Malt Master at William Grant & Sons says that the Triple Wood process is at the very heart of what the team at Grant’s creates.
As a result of ageing our whiskies in three different casks our Triple Wood is distinctive to taste, with a balance of qualities drawn from the character of the wood. I love the complexity of spice, smooth vanilla and the sweet edge gathered from that combination of three casks,” Kinsman said.
Oliver Dickson, the Head of Marketing at William Grant & Sons in Australia, said Grant’s was also continuing to grow in this country, despite the overall blended Scotch category trends.
“As Australia’s Scotch Whisky Expert’s, we’re extremely proud that in the challenging Blended Scotch market of Australia, Grant’s is bucking the trend, with both value and volume growing ahead of the category. The new Grant’s Triple Wood bottle will reinforce our world class liquid credentials and solidify our position as Australia’s number two Blended Scotch.”
Justin Strzadala, Brand Manager of Malts at William Grant & Sons added: “The triple wood production process is such a strong claim to be able to make in the blended Scotch category, and we know that Scotch drinkers respond exceptionally well to it.
“We’re expecting some great results from this insight and will initially focus on in-store visibility to achieve this, as well as our continued support throughout trade as Australia’s Scotch Whisky Experts”.