Grant’s declares global brand refresh

Grants Whisky Tripple Wood Cask

Grant’s Scotch whisky has announced a global brand refresh, which includes new packaging with a renaming of its signature blend, a refined core range and a new direction for its communications campaign.

The global brand refresh marks “the biggest change in twenty years” for Grant’s.

Launching from July, the signature blend has been renamed Grant’s Triple Wood. The liquid is rested in three types of cask: Virgin Oak which provides spicy robustness, American Oak lending subtle vanilla smoothness and Refill Bourbon bringing brown sugar sweetness.

Also using the Triple Wood process is the new expression, Grant’s Triple Wood Smoky. Master Blender, Brian Kinsman increases the addition of peated whiskies within the blend, resulting in “a smooth, rich and subtly smoky” taste.

Brain 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 core range comprises Grant’s Triple Wood, Grant’s Triple Wood Smoky, Grant’s Rum Cask Finish and Grant’s 8 Year-Old Sherry Cask Finish.

Grant’s chief marketing officer Philip Gladman 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 onwards, replacing Grant’s Family Reserve with an RSP £15.00 (70cl) and £19.50 (1l).

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