UK: William Grant readies GBP35m revamp, promo push

By just-drinks.com editorial team | 10 March 2008

William Grant & Sons has lined up a sizeable investment for a packaging revamp of its flagship Grant's Scotch whisky brand.

The family-owned company said late last week that it will spend GBP35m (US$) on the new packaging and an accompanying communications campaign, both of which will launch globally next month.

While the packaging revamp will maintain the triangular bottle, which Grant's has utilised for 50 years, the advertising push is an "evolution" of the current 'Try a different Angle' campaign. The push will include new print and outdoor advertising, PR, digital, experiential and on- and off-trade promotions.

"This is a very exciting time for Grant's," said Grant's global brands director. "The brand is all about seeing things from a different angle and offering consumers a richer experience of one of the world's original blended whiskies.

"Whilst the pack and marketing campaign are still distinctively and recognisably Grant's, they invite consumers to reappraise the brand and purchase it for a wider repertoire of drinking occasions."

Sectors: Spirits

Companies: William Grant