William Grant & Sons has launched a marketing campaign and packaging update for its Three Barrels Rare Old French Brandy in the UK.

First Drinks Brands, the brand's UK distributor, confirmed late last week that the campaign will interact with "both loyal users and aim to attract new drinkers and will be launched through a programme of direct mail, PR and in-store promotions".

The campaign will see around 55,000 brandy consumers receiving a personal message from the master blender, Bertrand Auriol incorporating a competition to become the Three Barrels brand ambassador in the UK. A new website, www.three-barrels.com, offering information on the range and production methods has also been developed as part of the campaign.

"The new packaging reinforces the brand's French heritage and authenticity and is designed to strengthen consumer appeal to drive trial and awareness by creating strong stand out on shelf," said Harriet Knight, brand manager for Three Barrels at First Drinks Brands.

"Whilst Three Barrels is by far the biggest player in the brandy market, it is vital that we retain our emotional connection with consumers and we're confident that an integrated approach meets these needs."