Grant's global brand refresh marks "biggest change for 20 years"
Grant’s has announced a global brand refresh to include the renaming of its signature blend, new packaging, a refined core range and a new communications strategy.
The signature blend has been renamed Grant’s Triple Wood (replacing Grant’s Family Reserve) to reflect the fact that the liquid is rested in three types of cask. Virgin Oak provides spicy robustness, American Oak lends subtle vanilla smoothness and Refill Bourbon brings brown sugar sweetness, according to the producer.
Also using the Triple Wood process is a new expression: Grant’s Triple Wood Smoky, which is again matured in three types of casks. The master blender, Brian Kinsman, has increased the addition of peated whiskies within the blend, with the aim of adding a smooth, rich and “subtly smoky” taste.
Kinsman said: “The Triple Wood process is at the very heart of what we create here at Grant’s. As a result of ageing our whiskies in three different casks our Triple Wood is distinctive to taste, with a balance of qualities drawn from the character of the wood. I love the complexity of spice, smooth vanilla and the sweet edge gathered from that combination of three casks.”
The refined range now comprises Grant’s Triple Wood, Grant’s Triple Wood Smoky, Grant’s Rum Cask Finish and Grant’s 8 Year-Old Sherry Cask Finish.
Philip Gladman, Grant’s chief marketing officer, said: “While other blended whiskies are declining, Grant’s continues to go from strength to strength, leapfrogging others to become the world’s number three Scotch whisky. As the whisky that holds the family name, we have big ambitions to be the most distinctive player in Scotch whisky and are proud to celebrate our Triple Wood maturation, the key to our exceptional taste, with a new global brand refresh.”
Grant’s Triple Wood will be available from August, priced at £15 (70cl) and £19.50 (1 litre).
Grant’s Triple Wood Smoky (rsp: £19) and Grant’s 8 Year-Old Sherry Cask will be available later in the year.