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GRANT’S OPENS A NEW CHAPTER IN ITS 124 YEAR STORY

News and announcements from the Whisky Magazine team

GRANT’S OPENS A NEW CHAPTER IN ITS 124 YEAR STORY

Postby ChloeLeighton » Mon Jan 09, 2012 11:16 am

New Premium Packaging Represents Five Generations of Whisky Making Expertise

Following a successful year where Grant's blended Scotch whisky reached the global podium of Scotch whiskies, and scooped a number of top industry awards for its quality, the brand embarks on the next chapter in its 124 year story with the introduction of its new distinctive family tree icon to its premium packaging.

The family tree, which represents the five generations of family ownership, will be added to the label of the iconic triangular shaped bottle and carton. It will also be accompanied by the guiding words "Established 1887", representing the beginning of the William Grant story.

Kate Athanasi, Grant's Global Brand Director says: "The new packaging is another big step forward for Grant's as it represents our growth and development into a distinctive global whisky brand. The branches from our new family tree icon tell the story of our heritage and expertise that has been handed down through five generations of family ownership. Distinctive, relevant and with a captivating personality; Grant's truly has a compelling story."

The bottle's famous, iconic triangular shape, which was first introduced by renowned designer Hans Schleger in 1956, will remain. However, the newly enlarged label has been redesigned to highlight the unique flavour of this award winning blend and celebrates the characteristics of Grant's Family Reserve.

In 2012, the brand is set to evolve with the global roll out of the Grant's True Tales experiential platform, the launch of a Grant's family 'home' at the distiller's Dufftown distillery and continued roll out of the brand's multi award-winning aged variants, Grant's 12 Year Old, Grant's 18 Year Old and Grant's 25 Year Old.

The new packaging will be available for Grant's Family Reserve in the UK from January 2012.
ChloeLeighton
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