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Three Barrels Honey launched in UK

William Grant & Sons UK has launched Three Barrels Honey to capitalise on a flavour profile that’s dominating consumer interest and build on the popularity this UK top selling VSOP brandy.

A fine blend of VSOP and natural honey flavourings, Three Barrels Honey is a 30% ABV spirit drink with a smooth and mellow finish. Best enjoyed chilled or with a splash of lemonade, the product features a premium gold and orange honeycomb design in line with the brand’s contemporary repositioning and focus on attracting new consumers.

Three Barrels Honey will launch exclusively with Morrisons from July 14 before being rolled out across grocery multiples in September.

Three Barrels Honey will benefit from a £300k above the line launch programme. The ‘Embrace the Unexpected’ campaign includes high impact outdoor advertising and digital activity focusing on The Basildon Family creative, which was a success for Three Barrels in 2013 in terms of raising consumer awareness and brand appeal.

Brand manager for Three Barrels Honey, Paul Curry comments: “Experimental flavours are taking hold across most consumer goods and the spirits category is no stranger to this burgeoning trend. New product development and brand flavour extensions are driving market growth and it’s the sweeter profiles that are dominating overall. Honey is the flavour that’s captured consumer attention and is growing at over 1000%. Innovation in Brandy has been lacking and the category still has the second oldest demographic profile, so now is the ideal time to launch Three Barrels Honey and create excitement in this area.

“As the UK’s number one brandy (Nielsen data to April 26, 2014), Three Barrels is a brand with strong awareness and a loyal fan base so we’re confident that Three Barrels Honey will bring new drinkers to the category whilst boosting awareness of our original VSOP House Brandy.”

Available in 70cl bottles, Three Barrels Honey has a RRP of £17.99.

15 July 2014 - Felicity Murray The Drinks Report, editor