Brave new era for Scotch giant | Scottish Licensed Trade News

Scottish Licensed Trade News

Brave new era for Scotch giant

GRANT’S whisky has undergone what’s said to be the biggest changes to the brand in twenty years with the renaming of its flagship blend, a new core range and marketing strategy.

Last month, the William Grant & Sons-owned brand’s signature blend, the Grant’s Family Reserve Whisky, was renamed Grant’s Triple Wood to draw attention to its maturation process; it is aged in virgin oak, American oak and refill bourbon casks.

Three new expressions have also been added: Triple Wood Smokey, which has been made with the addition of peated whiskies, alongside two Cask Editions, Grant’s Rum Cask Finish and Grant’s 8 Year Old Sherry Cask Finish.

Philip Gladman, Grant’s chief marketing officer, said: “Grant’s continues to go from strength to strength. 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.”

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