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Gift pack gives Grant’s shelf standout

William Grant & Sons subsidiary First Drinks has unveiled a gift pack to showcase its blended Scotch whisky, Grant’s Family Reserve, in time for the key Christmas trading period.

Available in the UK from early November, the Grant’s gift pack is designed in its classic red and gold livery creating shelf stand-out to attract existing and new consumers.  These gift packs will be available to exclusively to the convenience channel.

“The blended Scotch whisky market is worth £646m, with the typical spend in convenience stores for gifting purchases between £15 and £20.” says Oliver Dickson senior brand manager for Grant’s whisky. Grants’ new gift pack has been launched within this price point while offering an added value premium to the consumer and increasing sales potential for the trade. 

“This investment demonstrates our commitment to the convenience channel by providing an attractive Christmas gifting option for a highly desirable top three brand at an accessible price point,” he adds.  “It is an essential part of First Drinks’ Christmas gifting portfolio and we are confident that the trade will enjoy healthy sales of Grant’s this Christmas.”

The Grant’s Family Reserve 70cl gift pack has an RRP of £16.49.

11 November 2013 - Felicity Murray The Drinks Report, editor