Whisky brand Grant’s heralds global packaging redesign

Scotch whisky brand Grant’s has unveiled a global brand refresh, including a striking new design for its bottles.

As well as refining its core range, the brand will also rename its signature blend Grant’s Triple Wood, reflecting the three types of cask in which the liquid rests before being bottled: Virgin Oak, which provides spicy robustness; American Oak, lending subtle vanilla smoothness; and Refill Bourbon for a brown sugar sweetness.

The update represents “a new way of communicating the superiority” of Grant’s Triple Wood whisky.

“The Triple Wood process is at the very heart of what we create here at Grant’s,” said master blender Brian Kinsman. “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.”

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.

And Grant’s chief marketing officer Philip Gladman said: “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.”