Grant’s to launch new cask editions
By Amy Looker
William Grant & Sons will release Grant’s Cask Editions of its blended Scotch whisky to the Australian market in March.
The new Grant’s Cask Editions bring innovation to the blended Scotch category, with the Grant’s Ale Cask Finish held in casks that have been seasoned with Edinburgh Ale, and the Grant’s Sherry Cask Finish held in casks that previously held Oloroso Sherry.
Grant’s malt master, Brian Kinsman, said that Grant’s is committed to raising the bar when it comes to innovation in the Scotch category.
“We were the first to use Sherry and Ale Casks to finish a blended Scotch whisky and, to this day, Grant’s Ale Cask is the only blended whisky that uses ale casks for finishing,” Kinsman said.
“The Cask Editions are premium products that will go down well with whisky enthusiasts in Australia. They are truly fantastic products which we are proud to call our own.”
William Grant & Sons marketing manager, Nathan Fisher, said Grant’s is particularly excited to be launching the range to the Australian market.
“One in every 10 bottles of Scotch sold in Australia is Grant’s Family Reserve, thus it is important we continue to meet the expectations of our customers who are always looking to broaden their whisky drinking horizons,” Fisher said
“As a nation of beer-lovers, we are certain that the distinctly creamy, malty and honeyed taste of the Ale Cask Finish will resonate with Australian consumers up and down the country. The warm, rich flavour of the Sherry Cask Finish will also surely strike a chord with our legions of fans in this market.”
The launch of Grant’s Cask Editions in Australia is the first phase of the wider strategy that will see the premiumisation of the Grant’s brand.
The range has an RRP of $43.99 and will be available from March 2012.