The gift pack is exclusive to the convenience channel, and First Drinks hopes the gift pack’s red and gold livery will help it stand out on shelf.
Oliver Dickson, senior brand manager for whisky, said: “This investment demonstrates our commitment to the convenience channel by providing an attractive Christmas gifting option for a highly desirable top three brand at an accessible price point.
“It is an essential part of First Drinks’ Christmas gifting portfolio and we are confident that the trade will enjoy healthy sales of Grant’s this Christmas.”
Grant’s is the third-bestselling blended Scotch in the take-home market (Nielsen, year to July 2013) and the category is worth £646 million.
The 70cl Grant’s gift pack is priced at £16.49 and Dickson pointed to Him! Spirit Track 2013 research showing that the average spend on a gift in convenience stores is between £15 and £20 as evidence of its suitability to the channel.
“Grant’s new gift pack has been launched within this price point while offering an added value premium to the consumer and increasing sales potential for the trade,” he said.