Grant’s, the world’s number three Scotch whisky, today announced a global rebranding which includes striking new packaging with a renaming of its signature blend, a refined core range and a new direction for its communications campaign.
Launching globally from July 2018 Grant’s Triple Wood is a new way of communicating the superiority of the liquid through its whisky-making process for a smooth, rich and mellow taste.
“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.” commented Philip Gladman, Grant’s Chief Marketing Officer, “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.”
The use of wood plays an important role in the creation of Grant’s. Using the same formula for the last 130 years, 60% of its flavour is drawn from cask influence, rather than being aged in just one type of cask. Grant’s Triple Wood 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 – for a truly rich, smooth and mellow taste.
Also using the Triple Wood process, Grant’s Triple Wood Smoky is matured in three types of casks. Master Blender, Brian Kinsman increases the addition of peated whiskies within the blend, resulting in a smooth, rich and subtly smoky taste.
“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,” said Brian Kinsman, Master Blender. “I love the complexity of spice, smooth vanilla and the sweet edge gathered from that combination of three casks,” he added.
Grant’s believes that great things happen when working together and it is through this power of collaboration and shared passion that Triple Wood is made. It takes 198 pairs of hands to make Grant’s whisky from grain to glass, with a totally shared commitment to the process. With five generations of the Grant family making whisky since 1887, Grant’s remains the only blended whisky producer to have its own Stillman (‘The Maker’), Cooper (‘The Muscle’) and Master Blender (‘The Master’) working together in one place, which is celebrated in a new global communications campaign. Having craftsmen’s expertise under one roof means the collaborative process is seamless. Specialist expertise is passed from one generation to the next, meaning that the whisky created is of a consistently high quality with the same Grant’s taste and aroma.
The Triple Wood whisky will be unveiled to the Kenyan public on the 8th November 2018 in a one of a kind event hosted by Grant’s Whisky Global Brand Ambassador Mr. Daniel Dyer.