ded Scotch looks set to accelerate, premium spirits supplier, First Drinks has unveiled Grant’s Signature, a new expression designed to meet the needs of younger whisky enthusiasts.Grant’s Signature will launch as an exclusive to Tesco in June, before the brand rolls out across other major off-trade retail outlets later in the year.
With an ABV of 40%, the new product’s liquid has a rich and malty character featuring notes of caramel and biscuit.
Grant’s Signature has been designed to appeal to consumers who are looking for something different but value premium, recognisable brands with heritage.
Blended Scotch now accounts for 50% of category sales and senior brand manager at First Drinks, Oliver Dickson said:
“As people continue to seek out new Scotch whiskies, Grant’s Signature is an exciting proposition that brings something fresh to a burgeoning category.
“Whilst its provenance is a safe, credible brand, Grant’s Signature extends its appeal to whisky enthusiasts who are discovering the category and looking to enjoy whisky with friends on social occasions.
“Whisky is becoming a more accessible category, and as one in three drinkers are always searching for new Scotch brands, Grant’s Signature has come at the right time for those who want to extend their repertoire with a quality spirit whilst achieving value for money.”
Grant’s Scotch whisky is currently performing well in the off-trade, up 23% in value.
The launch of Signature will be supported as part of the brand’s over-arching campaign, ‘Stand Together’ with in-store PoS, trade and consumer advertising and a targeted PR campaign.
Available in Tesco from June 2014, Grant’s Signature has an RRP of £18.49.
