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Grants launches value whisky in supermarkets

As the growth of blended Scotch looks set to accelerate, leading premium spirits supplier, First Drinks has unveiled Grant’s Signature, a new expression designed to meet the needs of younger whisky enthusiasts.

Grant’s Signature will launch as an exclusive to Tesco in June, before the brand rolls out across other major off-trade retail outlets later in the year. With an ABV of 40%, the new product’s exceptional liquid has a rich and malty character featuring notes of caramel and biscuit. Grant’s Signature has been designed to appeal to consumers who are looking for something different but value premium, recognisable brands with heritage.

Grant’s Scotch whisky is currently performing well in the off-trade, up 23% in value*. The launch of Signature will be supported as part of the brand’s over-arching campaign, ‘Stand Together’ with in-store PoS, trade and consumer advertising and a targeted PR campaign.

Available in Tesco from June 2014, Grant’s Signature has an RRP of £18.49.

*Nielsen MAT to January 4, 2014

1 June 2014 - Felicity Murray The Drinks Report, editor