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Glen Grant packaging and line-up overhaul to "re-awaken" the brand

Published:  14 June, 2016

Glen Grant has unveiled a complete re-brand of its range and added three new expressions in an attempt to "reaffirm" its position as a leading player in the premium whisky market.

Today, (June 14) the single malt Scotch whisky producer is launching its new packaging and logo for its existing products as well as three new expressions, the 12 Year Old, 12 Year Old Non Chill-Filtered and 18 Year Old.

Master distiller Dennis Malcolm, has seen Glen Grant evolve during his 55 years with the brand and hopes the image overhaul will achieve the same results as a similar move back in 2007.

He said: "Twenty years ago there was very little marketing and Glen Grant was left as a production unit. Then in 2007 we had a major re-brand which was long overdue. Now, we're doing it again. I think the new branding and new expressions could re-awaken Glen Grant completely."

Glen Grant has been part of Gruppo Campari since 2005.

While Scotch whisky has seen a "dip" at the premium end of the market in recent months, Malcolm says that Glen Grant is still seeing growth in volume sales.

"The value of Scotch is whisky increasing. Some of the volume has decreased, but that's cyclical. Every time the industry dips, it dips at the higher end but it always goes back up again.

"Part of why Scotch is doing so well is that younger people drinking it and really appreciating it for the taste and character," he added.

The Glen Grant brand now consists of the Major's Reserve, the 5 Year Old, the 10 Year Old and their three new expressions, the 12 Year Old, 12 Year Old Non Chill-Filtered and 18 Year Old.

The 12 Year Old Non Chill-Filtered 48% ABV is exclusively for duty free lounges which often require a USP.

Melanie Batchelor, Global Vice Press President of Spirits at Gruppo Campari, said: "Glen Grant has made a significant investment in its production within the worldwide luxury whisky market to meet the increased consumer appetite for premium whisky with a rich background.

"We are extremely proud of our new look which perfectly represents the passion, craftsmanship and family heritage of Glen Grant, while staying true to our Scottish heritage."