16 May 2008


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Grant's whisky unveils marketing investment

First Drinks Brands

Grant's

alcoholic drinks

spirits

Source : First Drinks Brands
Grant's blended Scotch whisky, distributed in the UK by leading independent distributor First Drinks Brands and wholly owned by William Grant & Sons Ltd, is launching a new marketing campaign as part of a major investment programme for the brand.

The campaign goes live as latest Nielsen data confirms Grant’s rise to No. 3 blended whisky brand in the grocery multiple sector.

A creative integrated campaign called ‘Grant’s Garden After Hours’ is designed to engage and inspire the brand’s target audience with sampling, sales promotions and PR reflecting the theme.

“Gardening is a common pursuit for Grant’s target audience and Grant’s Garden After Hours shows this traditional daytime pursuit in a new light, taking its inspiration from the brand’s ‘A Different Angle’ platform,” says brand manager for Grant’s at First Drinks Brands, Harriet Knight.

“Grant’s enjoys extremely high awareness levels and this campaign is all about engagement to further drive Grant’s as the first choice blended whisky among our target consumers’.

“A planned approach at key times of the year, upweighted in key regions for the brand, will give consumers the opportunity to experience Grant’s in after-hours gardens at home or in the pub and inspire new ways of drinking Grant’s whisky,” adds Harriet Knight.

Running throughout 2008, the campaign will include sampling, neck collar promotions and PR spearheaded by celebrity BBC ‘Flying Gardener’ expert Chris Beardshaw who is designing after-hours garden blueprints for homes and pubs and running a seasonal blog on the new Grant’s microsite which can be accessed via www.grantswhisky.com/gardenafterhours.

Grant’s has enjoyed continued success for the last two years, growing by over 12% since 2006, making it one of the world’s fastest growing blended Scotch whiskies with global sales of 4.8 million cases.

In March 2008 it was announced that the brand would be the subject of a £3.8 million investment in the UK and £35 million on a global scale. The brand has even bigger ambitions for the rest of 2008 and ultimately aims to achieve podium position in the UK blended whisky market.

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