Triple Wood Marks the Biggest Change in the Brand for Twenty Years
Grant’s, the world’s number three Scotch whisky, today announces a global brand refresh which includes striking new packaging with a renaming of its signature blend, a refined core range and a new direction for its communications campaign. Launching globally from July 2018 Grant’s Triple Wood is a new way of communicating the superiority of the liquid through its whisky making process for a smooth, rich and mellow taste.
“While other blended whiskies are declining, Grant’s continues to go from strength to strength, leapfrogging others to become the world’s number three Scotch whisky. 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.” – Philip Gladman, Grant’s Chief Marketing Office
About Triple Wood
The use of wood plays an important role in the creation of Grant’s. Using the same formula for the last 130 years, 60% of its flavour is drawn from cask influence, rather than being aged in just one type of cask. Grant’s Triple Wood liquid is rested in three types of cask – Virgin Oak which provides spicy robustness, American Oak lending subtle vanilla smoothness and Refill Bourbon bringing brown sugar sweetness – for a truly rich, smooth and mellow taste.
Also using the Triple Wood process, Grant’s Triple Wood Smoky is matured in three types of casks. Master Blender, Brian Kinsman increases the addition of peated whiskies within the blend, resulting in a smooth, rich and subtly smoky taste.
A Simplified Range: Ale Cask, Rum Cask and 8 year old Sherry Cask Editions
Grant’s Master Blender, Brian Kinsman and his team have spent decades experimenting by pairing Grant’s traditional whisky blends with unusual flavour profiles. The result was Grant’s Cask Editions – three blended Scotch whiskies finished in a carefully selected final cask for greater depth of flavour.
Enjoyed for twenty years, Grant’s Ale Cask is the first blended Scotch to be finished in barrels that have previously held ale. Clean and fresh on the nose with creamy maltiness, it offers maple syrup, red apples and honey with hints of oak to the taste.
Combining the traditional whisky blend with exotic flavours from the Caribbean, Grant’s Rum Cask Edition is matured in oak barrels before ageing further in barrels that previously held rum. Vibrant and sweet with tropical fruits and a hint of banana reveal rich vanilla oak and a touch of sweet spice.
Grant’s 8 Year Old Sherry Cask Finish spends eight years ageing in oak barrels before it matures further in Oloroso Sherry casks handpicked from Spain by Brian Kinsman. An immediate oaky vanilla sweetness is counterbalanced with rich malty notes. A few drops of water bring out deep, dried fruits and subtle woody spices.
“The Triple Wood process is at the very heart of what we create here at Grant’s. 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. I love the complexity of spice, smooth vanilla and the sweet edge gathered from that combination of three casks.” – Brian Kinsman, Master Blender
About Grant’s
In life, some try to go it alone. At Grant’s, we prefer to make it together. Since 1887 William Grant has been making whisky to a unique formula, with passion and expertise shared over five generations. We mature Grant’s Triple Wood in three different types of wood, for a smooth, rich, more mellow taste. Today we are the world’s number three Scotch whisky. Drink Grant’s responsibly.
SOURCE: William Grant & Sons
