Global brand refresh for Grant's whisky

The world's No.3 Scotch producer, Grant's, has debuted a global brand refresh.

The move is a first for the family-owned company in 20 years and includes a rename of its signature blend to Grant’s Triple Wood, reflecting the three cask types used to age the whisky: virgin oak, American oak and refill Bourbon. 

“The ‘triple wood’ process is at the very heart of what we create here at Grant’s,” said master blender Brian Kinsman. “As a result of ageing our whiskies in three different casks our Triple Wood is distinctive to taste, with a balance of qualities drawn from the character of the wood."

William Grant & Sons will be discontinuing some of its lines, including Grant’s Signature and Grant’s Cask Ale Finish as it streamlines its core range to four expressions: Grant’s Triple Wood, Grant’s Triple Wood Smoky, Grant’s Rum Cask Finish and Grant’s 8 Year Old Sherry Cask Finish.

“Across our portfolio there’s probably about 60% maintenance and 40% innovation,” explained Kinsman. “But from a brand perspective you can’t have 20 different whiskies for a brand, it just doesn’t work.”

A new expression, Grant’s Triple Wood Smoky, is described as having a sweet fruitiness and hints of citrus, finishing with smoke and a “touch of dry tannin”.

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