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15th August 2012 |
Grant's
whisky tells its own family story and
offers you a £10 voucher to family history
website, findmypast.co.uk to help trace
your story.
 Grant’s
Whisky has announced the launch of a
major new on-pack promotion. The
campaign will kick start with a new-look
pack hitting shelves in late August. The
premium, bespoke and highly visible
bottle will showcase the Grant’s family
tree with every pack purchased offering
the consumer a £10 voucher to family
history website, findmypast.co.uk. A
total promotional pool of £5million
pounds is being offered by the number
three blended whisky brand.
The on-pack promotion will also be
supported by a new dedicated microsite
featuring the Grant’s family blend
timeline, on the Grant’s Whisky website
- www.grantswhisky.co.uk.
Oliver Dickson, Senior Brand Manager for
Grant’s comments: "We are thrilled to be
launching this exciting campaign for
Grant’s. The findmypast.co.uk
partnership is the perfect platform for
us to communicate our authentic, five
generations story and give consumers the
chance to discover some of their own
family stories in the process. We hope
to engage with both new and existing
drinkers to further build awareness of
the brand, its rich heritage and quality
credentials.
"The new look on-pack is the most
radical development we have made to the
bottle for years and we are confident
this will really stand out on shelf,
while still maintaining the distinctive
Grant’s look and feel. Grant’s has a
loyal fan base, however, we recognise
the need to constantly look at ways of
recruiting new drinkers, whilst
rewarding our existing buyers at the
same time. With authenticity and
heritage increasingly important to
drinkers, we hope this new on-pack
promotion really tells our story and
communicates the quality message behind
the brand."
The blended Scotch whisky category
remains in growth and is worth £806m, up
4%. It accounts for 71% of all whiskey
sales. Grant’s is also in growth year on
year, up 4%.
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