Grant’s has announced a global brand refresh, which includes new packaging, a new name for its signature blend and a refined core range.
The signature blend, Family Reserve, is now called Grant’s Triple Wood. The name has come about as 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, new expression, Grant’s Triple Wood Smoky (RRP £19), is matured in three types of casks and the increased addition of peated whiskies has resulted in a smooth, rich and subtly smoky taste.
The refined core range is led by Grant’s Triple Wood and includes Grant’s Triple Wood Smoky and two Cask Editions – Rum Cask Finish and 8 Year Old Sherry Cask Finish. This new core range will be rolled out globally to act as hero expressions and help streamline the number of products that currently exist as part of the current Grant’s range. Current expressions in the range that will be phased out include Grant’s Signature, Ale Cask and 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.”