The third best-selling whisky in world has refreshed the packaging of its products, renamed its signature blend and “refined its core range”, owner William Grant & Sons has said.
The Grant’s Triple Wood campaign and new packaging has launched into the on and off-trade this month with a new message highlighting the “superiority” of the process behind the whisky that also displays its flavour.
“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,” explained chief marketing officer Philip Gladman.
“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.”
A new variant, Triple Wood Smoky, has also been added to the portfolio. The new liquid is matured in three types of casks, as with the original variant, which include virgin oak, American oak and refill Bourbon casks.
To attain the smoky flavour, 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,” said Kinsman. “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.”