William Grant & Sons has launched the first of six short films in support of The Balvenie.

The online series, which stars Michel Roux Jr, shows the chef speaking to UK craftspeople. In the first film, he meets one of the last remaining British knife makers working by hand.

New episodes will roll out every two weeks, William Grant said. 

In September last year, the head of William Grant & Sons told just-drinks that there had been a change in the company's priorities in the US, with owned brands such as The Balvenie taking precedence over agency or third-party offerings.

"Doing third-party agency brands does bring in revenue and turnover," Stella David said. "But, it also brings in complexity and, depending on where you are in the journey, it can be a need-to-have or a nice-to-have."

William Grant has launched several new expressions of The Balvenie portfolio in the past six months. In October it rolled out The Balvenie DCS Compendium Chapter One and this year it launched The Balvenie 21 Year Old Madeira Cask.