Retaining its triangular shape but with a “prouder more masculine design”, the revamped bottle will be on shelves from April.
A marketing campaign with the strapline Try a Different Angle will run across print, outdoor and digital ads, and in the off-trade the brand will be promoted through on-pack promotions and gift boxes over Christmas and Father’s Day. PR activity, consumer sampling and the launch of a dedicated website will also support the campaign.
Chris Mason, managing director of Grant’s UK distributor First Drinks Brands, said: “The UK is a mature market for blended whisky and spontaneous and prompted consumer awareness for Grant’s is at the highest levels we have ever recorded. In the UK we are concentrating on developing even stronger emotional resonance with consumers.”
The UK push is aimed at “propelling Grant’s to podium position” as the third best-selling blended whisky brand in the world. “The UK will have a key role in achieving this success,” Mason said.
Outside of the UK, William Grant is ploughing £35 million into a global marketing campaign and the introduction of Grant’s 12 Year Old. It is also expanding production facilities in Scotland in a move to meet demand from emerging export markets.