The campaign, called Stand Together, will see the sportsmen publish online videos on a new Youtube channel in which they share their thoughts and experiences with the next generation.
The push aims to reflect the brand’s five generations of shared family ownership.
Print and digital media campaigns, PR and a partnership with the Daily Telegraph, in which celebrity writers document their own achievements, will back up the campaign, and Grant’s will also invest in regional grassroots sports clubs.
Senior brand manager Oliver Dickson said: “The sports platform is an ideal way for us to engage with our target drinkers and drive new consumers to the category. The first phase of the Stand Together campaign has been designed to capture the attention of the consumer before we activate the second wave of activity in the trade. We are committed to building Grant’s whisky and this is reflected in the brand’s performance which is growing ahead of the category, up an impressive 23% year on year.”
Grant’s has also released Signature, a new expression targeted at younger whisky enthusiasts. The whisky is exclusive to Tesco this month and will roll out to the rest of the off-trade later this year. It has 40% abv and is to retail for £18.49.