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UK: William Grant & Sons readies Grant's UK campaign

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William Grant & Sons' has lined up an on-pack campaign for its Grant's blended whisky brand in the UK that offers consumers the chance to claim a reprint of a national newspaper from any time in the last 100 years.

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The company said earlier today (11 September) that the on-pack promotion, across 70cl and one-litre bottles of Grant's Family Reserve, offers a free newspaper front-page reprint or GBP20 (US$31) off a complete newspaper from any date back to 1903. The offer, operated by William Grant's First Drinks unit in the UK, will run throughout November.

“Offering consumers something more than just price discounts is increasingly important,” said Grant's senior brand manager, Oliver Dickson. “Communicating our brand history and engaging with consumers at an emotional level is key to forging ongoing loyalty in the blended whisky category.”

Also today, William Grant announced the global launch of a cask collection of its Glenfiddich single malt range.


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