New campaign and fresh look for Three Barrels

William Grant & Sons distribution and marketing subsidiary First Drinks is re-launching Three Barrels, its top-selling brandy in the UK, with a full range refresh and a new microsite – TheHouseBrandy.com.

This major investment for the brand being is supported by a national ATL media campaign, which launches this week.

The Three Barrels has undergne a complete brand refresh to create a more modern and premium look, which includes a new label shape with cleaner statements on both the brand and its French provenance. The refresh will be rolled out across all size variants over the course of 2013.

The 50cl format, which is already being distributed to the UK market, was launched to meet growing consumer demand for a selection of premium spirits across a range of price points. The full range now includes 5cl, 20cl, 35cl, 50cl, 70cl and 1ltr size variants.

The media campaign will communicate the brand’s re-launch with 96 sheet London Underground advertisements – the first time Three Barrels has delivered an advertising campaign of its kind in recent years. Quarterly consumer competitions communicated through digital advertising and search engine optimisation (SEO) will drive traffic to the new microsite.

The House Brandy microsite delivers an interactive and engaging platform for Three Barrels consumers, underpinned by the message that Three Barrels is a brandy for all houses without the misconceptions and complexity often associated with the category.

TheHouseBrandy.com plays host to the fictional Basildon family, arguably Three Barrels biggest fans. Consumers can explore the country estate of Sippinghurst discovering some of Lady Dorothy's favourite brandy cocktails in the drawing room, or brandy based culinary delights from Mrs Honeyset, the resident cook. This month, the first competition prize is a luxury country house weekend for two where consumers can enjoy a lifestyle fit for the Basildon’s.

24 April 2013 - Felicity Murray