Grant's Whisky

Our strategic & creative work has helped Grant’s become the world's 3rd biggest whisky.

Brief:
Grant’s is a high quality blended whisky, with a fine tradition and one of the most respected and awarded master blenders in the industry. However it was being held back by stale packaging and a down-market brand image. Grant’s wanted to grow their volume and value by relaunching their flagship Grant’s Whisky brand. Their ambition was to create a communications and marketing platform that could make Grant’s one of the top selling whiskies in the world, against competition from huge global companies like Diageo, Pernod Ricard and LVMH.

Solution:
Grant’s redesigned the iconic triangular bottle restoring the premium cues the brand had lost. My Agency identified a global audience of ‘subtle choice’ whisky fans, who wanted to move beyond obvious lifestyle badge brands to something more rewarding. We created an integrated 360˚ advertising and marketing campaign inviting these drinkers to ‘Try a different angle’ and enjoy a richer deeper whisky experience. The campaign focused on the traditional way Grant’s is made, its unique brand heritage and the more rewarding and complex drinking experience of the whisky.

Results:
Over the last five years Grant's has consistently grown ahead of its category. In 2009 it became the 4th largest whisky and in 2011 Grants became the world’s 3rd largest Scotch whisky, with sales up by 12% to 4.9 million cases. Alongside volume gains, Grant’s now commands a more premium price and the value of the brand's increased to over $1 billion. Awareness has risen dramatically, in the UK the brand's achieved its three-year objective in just six months. My Agency has also helped Grant's successfully launch a premium 12 year old blend.

Grant's global brand film (3 Minutes)