UK: William Grant & Sons to add to Girvan single grain Scotch portfolio
William Grant & Sons unveiled launched The Girvan Patent Still Single Grain 25 Year Old last week
William Grant & Sons has justified the high price-point for its inaugural single grain Scotch whisky launch, and is set to launch two additions to the new brand next year.
Late last week, the UK-based spirits company launched The Girvan Patent Still Single Grain 25 Year Old in the country. The product, which will retail at GBP250 (US$400) per bottle in the UK, marks the first sizeable single grain Scotch whisky launch by a major spirits company.
Speaking to just-drinks yesterday (8 October), William Grant's global marketing manager for innovation, Kevin Abrook, explained the reason behind the high price for the entry expression. “For us, we can see potential interest from single malt enthusiasts looking to increase their repertoire,” said Abrook. “The price point competes with Aberfeldy 25-year-old at GBP250, Laphroaig 25-year-old is GBP299. Our positioning is at the benchmark of single malts of equivalent age.”
“It would be our long-term plan to launch a range,” Abrook continued. “We've started at the top, appealing to the malt enthusiast, but we'll introduce a non-age statement in 2014 as well as a 30-year-old – that's part of developing the brand.”
Abrook noted that the no-age-statement expression will retail for around GBP75.
On William Grant's entry into single grain, Abrook said: “As a family company, we have the ability to make the long-term play. It's about setting our stall right in terms of premiumisation, getting the price right and getting it to malt enthusiasts and whisky lovers in the first instance, then bring in whisky aspirers over time.
“We have very good potential and a very good position within the category.”
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