Grant’s hosts global activation for Triple Wood 12 in key travel retail locations

By Charlotte Turner |

William Grant & Sons will promote the launch of its Grant’s Triple Wood 12 Scotch whisky in global travel retail with a series of high-profile activations that highlight the new bottle design and enable travellers to taste the liquid that results from layering of flavour delivered by three-barrel ageing.

 

William Grant & Sons says the latest launch and programme of activations forms an integral part of Grant’s global marketing, sales and distribution drive as it seeks to gain a bigger slice of the premium Blended Scotch Whisky pie.

 

“It’s Grant’s third barrel – the revered sherry cask – that dials the quality up a notch and provides an extra layer of distinctive flavour,” said WGS. “After all, two barrels makes it good, the third makes it Grant’s.”

 

Key to this wide-reaching activation program is disruptive HBPA bar/sampling, combined with digital elements to create a ‘wow’ factor, said WGS.

 

Bold black and gold fixtures prominently highlight the Grant’s ‘G’ logo.

Bold black and gold fixtures prominently highlight the Grant’s ‘G’ logo.

NEW TRIANGULAR BOTTLE

The activations feature bold black and gold fixtures which prominently highlight the Grant’s ‘G’ logo, along with upgraded gondola and wallbay units designed to draw attention to the black triangular new bottle design of Triple Wood 12.

 

Following a successful kick-off in Larnaca and Istanbul Airports along with Romanian Border Shops during September and October, activations are currently live in Johannesburg Airport and set to commence  in Beirut-Rafic Hariri International Airport and Warsaw Chopin Airport (Baltona).

 

Delhi Duty Free, the Nordics (Scandlines’ Puttgarden border shop) and Moscow SVO Airport all follow at the end of the year/early 2022.

 

Grant's activation in Romania.

Grant’s activation in Romania.

Activations will be adjusted for regional consumer preferences. For example, at Istanbul Airport, WGS is focusing the activation in Arrivals as there is a strong brand presence in the Turkish domestic market.

 

THE BIG ‘G’

“We wanted to make sure we are targeting and attracting the right consumer in this premium blended scotch led market,” said Oksana Ohene-Adu, WGS Customer Planning Activation Manager.

 

“The big G we are showcasing represents our team badge and is at the heart of our new brand world that champions the power of collective achievement.

 

“We also developed glorifiers to elevate our premium bottle and a custom-made sampling trolley was built to support this activation which enabled our team of promoters to offer tasting of our award-winning liquid.”

 

At Travel Free’s eight Romanian border shops, Grant’s Triple Wood 12 made a grand entrance with sampling, displays and high visibility at multi-touch points including tasting bars, cashier desks and security gates.

 

MUTIPLE TOUCHPOINTS

Multi-touchpoint branding will also feature strongly within the Scandlines’ Puttgarden border shop at the end of the year where a brand new infinity mirror wallbay unit will be installed and used to brighten and light up this more confined area, creating an illusion of space to consumers.

 

The launch activation in Beirut-Rafic Hariri International Airport will take place in the main departures featuring both Glenfiddich and Grant’s Triple Wood 12. Going live in December, the HBPA sampling will promote the Triple Wood 12 1L and Twin Pack 2x1L skus, sweetening the deal with an additional discount for purchasers.

 

Activations successfully kicked off at Larnaca Airport.

Activations successfully kicked off at Larnaca Airport.

Digital will figure strongly here with consumer interactive points in the departure mezzanine with high visibility on the airport’s high-end curved LED screen along with static images.

 

This area is key within the departure zone, targeting lounges and restaurants as well as passenger flow east and west and the passport control waiting area. “It’s an absolutely perfect spot for maximum passenger reach,” commented Manmeet Kaur, WGS Customer Planning Activation Manager.

 

REACHING CONSUMERS BEFORE THEY TRAVEL

“Web banners featuring Triple Wood 12 will also feature on the airport’s own website, reaching consumers researching what’s on offer before they travel.

 

“Throughout this activation program we have created experiences that encapsulate the premium quality of Grant’s Triple Wood 12.

 

“Engaging, impactful and educational interaction with consumers at numerous touchpoints throughout their journeys work together to build a compelling brand story paving the way for Grant’s Triple Wood 12 success.”

 

Grant’s Triple Wood 12 is produced at the Girvan Distillery, home to Grant’s Girvan Patent Still. All liquid is aged for a minimum of 12 years before blending.

 

The Grant’s Triple Wood family, which Grant’s Triple Wood 12 joins, includes Grant’s Triple Wood and Grant’s Triple Wood Smoky. All three use a combination of three barrels to layer an array of distinctive flavour profiles to make it Grant’s. Hence the adage: ‘Two barrels make it good, the third makes it Grant’s’.

 

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