Subscriber login Close [x]
remember me
You are not logged in.

Grant’s highlights wood aging with global brand refresh

Published:  04 July, 2018

Top three Scotch producer Grant’s has rebooted its range of blended whiskies to highlight the three types of wood that go into making the brand’s signature taste.

The global re-launch is the first for the family owned company in 20 years and is being launched with the aim of distinguishing the company as the “most distinctive player” in the Scotch whisky category.

It is an extensive refresh, covering a range of new packaging and a rename of its signature blend to Grant’s Triple Wood.

A new PR campaign also under the Grant’s Triple Wood heading aims to highlight the influence of intensive wood aging.

According to the distiller, 60% of the whisky’s flavour comes from cask influence – a mixture of virgin oak for spicy characteristics, American oak for vanilla smoothness and refill bourbon for sweetness.

The producer, which is bottled by William Grant & Sons, is also adding to its range with a new expression.

Grant’s Triple Wood Smoky is being released to mark the launch, having been matured in the three different types of casks by master blender Brian Kinsman.

The new expression will sit alongside Grant’s Triple Wood in a simplified core range, which also includes Grant’s Rum Cask Finish and Rum Cask and 8 year old Sherry.

These cask editions are the result of experimentation by Kinsman and his team, pairing traditional whisky blends with unusual flavour profiles.

“While other blended whiskies are declining, Grant’s continues to go from strength to strength,” Philip Gladman, Grant’s chief marketing officer said. “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.”