Revamp to position brandy as modern and premium spirit
WILLIAM Grant & Sons has relaunched its Three Barrels brandy range as it aims to position the brand as a modern, premium serve.
The revamped range includes a new label design, which is intended to reinforce the brandy’s French provenance, and the introduction of different bottle sizes to cater for a wider range of price points. The full range now consists of 5cl, 20cl, 35cl, 50cl, 70cl and 1l bottles.
The relaunch is backed by an increased marketing spend, which William Grant & Sons said it has doubled from last year.
The brandy category is extremely versatile but perhaps a little misunderstood.
Marketing activity includes the launch of a new website, dubbed The House Brandy, which aims to promote the brand as an accessible option for consumers. Using the site, consumers can tour the fictional country estate of ‘Sippinghurst’, home of the Basildon family.
As well as ideas for brandy cocktails and brandy-based culinary recipes, the site (www.thehousebrandy.com) will feature quarterly competitions, with prizes ranging from bottles of Three Barrels to a luxury weekend holiday for two at a country house.
The marketing activity will also include outdoor poster ads.
Three Barrels senior brand manager Oliver Dickson said the activity and revamp aim to appeal to current Three Barrels customers as well as “attracting a new generation to a category which is extremely versatile but perhaps a little misunderstood”.
“With the VSOP category in growth, we hope to change perceptions and make Three Barrels the UK’s house brandy of choice,” said Dickson.
Image – The new-look packaging aims to position Three Barrels as a contemporary, premium spirit.