Leading Scotch supplier Grant’s is challenging rivals with its Triple Wood 12yo blend presented in an upgraded bottle worthy of the gold medal-winning liquid inside.
The showstopping bottle, pictured below, aims to breathe fresh energy into what the company calls the “staid” 12yo blended Scotch category.
Boasting a sleek, black triangular bottle design with modern iconography, Grant’s Triple Wood 12 is part of the brand’s ambitious international growth plan.
This fresh look and feel for 2021 is supported by a multi-faceted campaign that encompasses captivating OOH and distinctive digital comms which celebrate collective, rather than individual, achievement under the banner ‘Weather the Storm Together’. This is supported by a game-changing advocacy and influencer campaign designed to "harness the power of working together to discover and share the exceptional quality behind Grant’s", the firm said.
As part of its decision to go after a bigger slice of the premium blended Scotch whisky pie, the company is launching a marketing, sales and distribution drive over the next few months in 12 key global markets, including travel retail, Canada, Cameroon, Portugal and Poland.
Grant’s says that Triple Wood 12’s “secret sauce” is the layering of flavour provided by the three barrels used for ageing. The third - the sherry cask - is designed to dial up the quality and provides an extra layer of distinctive flavour.
Grant’s Triple Wood 12 is produced at Grant’s Girvan Distillery, an impressive structure built against the clock in just nine months in 1963. With 400 local workers, Charles Gordon, great-grandson of William Grant, raced to complete the distillery in fervent response to another Scotch company's threats to cut off Grant’s supply of grain whisky. The result of their combined efforts was the most technologically advanced distillery of its day, according to the firm.
Today, Grant’s Girvan Distillery is home to Grant’s Girvan Patent Still, which produces its signature - and coveted - sweet, fruity and light distillate.
Grant’s Global Brand Ambassador Danny Dyer said: “It’s a well-known industry secret that our grain whisky is so sought-after it’s been used by the big boys in their blends for years. With the opening of the Ailsa Bay Distillery back in 2007, we were able to increase our production capacity so we can now share more of our award-winning aged stocks with a wider global audience.
“A gold medal-winning whisky like this needs to be bottled in something really impressive, and this bottle upgrade will stand out spectacularly on shelf or behind the bar. Grant’s Triple Wood 12 looks as good as it tastes and is testament to the fact that when the right people stand together, great things happen.”
Grant’s is the cornerstone brand from William Grant & Sons, a four-time winner of the IWSC Distiller of the Year Award, and is blended by respected master blender Brian Kinsman, who personally selected the three barrels to create the smooth, fruit-balanced flavour of Grant’s Triple Wood 12.
Speaking of the new premium bold bottling, Kinsman said: “Creating a blend at scale is one of the hardest jobs you have as a master blender, which made receiving the IWSC Award for the best blended whisky such a satisfying honour. I know this liquid was judged blind by many master distillers and industry peers in one of the most respected competitions in the business. We’ve gone the extra mile with Grant’s Triple Wood 12, ageing it for a minimum of 12 years and using a sherry cask as the third barrel to add a sweet spice to balance the vanilla and sweetness.”
