Push to make Grant's no 3

21 March, 2008

William Grant & Sons is spending £3.8 million in the UK to back the launch of Grant's new-look bottle.

The push is aimed at "propelling Grant's to podium position" as the number-three blended whisky in the UK by 2012, behind Bell's and The Famous Grouse.

If successful it will

topple Teacher's Highland Cream off the

third spot.

Retaining its triangular shape but with a "prouder, more masculine design", Grant's 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 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

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."

Total UK sales of the brand are currently around 500,000 cases a year, according to Mason, who added that Grant's enjoyed a "tremendous first quarter" in 2008.

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.

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