Grant’s puts biggest marketing spend in a decade behind new launch
Scotch brand Grant’s is to launch a new blend in Australia with the company’s biggest marketing spend in ten years.
Grant’s 12-year old blend, produced by William Grant & Sons, will be introduced to Australia through a campaign across print, integrated marketing and PR.
Running in trade publications Drinks Trade and National Liquor News, before moving to consumer magazines, the campaign carries the line: ‘Discover a Different Angle.’
Grant’s marketing manager Nathan Fisher said: “In the last 12 months we’ve really started to see a growing appreciation for aged whisky and recognise that Australia is home to a nation of sophisticated drinkers. Based on this, we have high hopes that the Grant’s launch will be a success.”
To accompany the print ads, the whisky brand has enlisted a local whisky specialist to promote the brand in key trade outlets in Sydney and Melbourne with social, consumer sampling and in-store promotional activity.
The campaign launched last night with a party for media, bartenders and guests at the Ivy Penthouse, hosted by global brand ambassador Ludo Ducrocq.
