Grants whisky invests in Scottish radio campaign

Published: 28 October, 2008

Grants, distributed in the UK by independent drinks distributor First Drinks Brands, is investing in a major radio campaign to support the Scottish market in the run-up to Christmas.

Giving consumers the opportunity to win a garden makeover, the marketing support ties in with the brand's Garden After Hours campaign, which launched earlier this year.

The pre-Christmas radio campaign will be rolled out across seven Scottish regions in October and November.

More than 500,000 of its core audience, the 45-plus age group, will be targeted with the aim of converting whisky drinkers to trial Grant's instead of their usual blend.

Radio stations involved in the campaign include Clyde 1 FM, Forth One, Moray Firth Radio, North Sound One, Radio Borders, Tay FM and West Sound. The campaign will encourage consumers to visit the Grant's website via online promotions.

Harriet Knight, brand manager for Grant's, said: "Scotland is an important market for us. This additional investment in the brand allows us to reinforce our quality credentials, whilst using Garden After Hours as an ideal platform to communicate our brand credentials at this key seasonal sales period.

"Grant's has had a fantastic year, reaching the number three position in the UK's total blended category. We want to specifically support the Scottish market to further continue this success in our homeland."

This latest increase in regional activity is part of a £3.8 million investment for Grant's in the UK, with £35 million being pumped in to the brand worldwide throughout 2008.

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