Latest Glen Grant launches reveal new brand ID

Gruppo Campari is launching three new Glen Grant single malt Scotch whiskies along with a new contemporary brand identity via a packaging and logo redesign.  

The introduction of the new 12 Year Old, 12 Year Old Non Chill-Filtered and 18 Year Old expressions to Glen Grant's existing portfolio aims to reaffirm Glen Grant's position as a leading player in the luxury whisky market.

The packaging and logo, designed by Nude, features a new colour palette, allowing the consumer to easily identify the different dram varieties. The 12 Year Old and 12 Year Old Non Chill-Filtered feature a striking bronze label and casing, while the 18 Year Old is enclosed within a superior frosted-blue gift box with luxurious silver hues, reiterating its premium status.

The logo, the Grant family monogram, stands proudly on the front of each bottle - with the letters 'J' 'R' and 'G' delicately intertwined. 'J' for James 'The Major' Grant and 'R' for his first wife Rose, reminding consumers of the deeply rooted family heritage which helped to produce one of the world's finest single malt Scotch whiskies.

Melanie Batchelor, global vice press president of spirits at Gruppo Campari, comments: "We are delighted to launch our new range of aged products and unveil our brand new, contemporary logo and packaging. Glen Grant has made a significant investment in its production within the worldwide luxury whisky market to meet the increased consumer appetite for premium whisky with a rich background.

“We are extremely proud of our new look which perfectly represents the passion, craftsmanship and family heritage of Glen Grant, while staying true to our Scottish heritage. We are confident that through our unique quality and history, our new aged range of products will prove extremely popular with our consumers."

Glen Grant's new packaging will be rolled out across all Glen Grant products from June. The 12 Year Old single malt Scotch whisky will be available from the Whisky Exchange,  the 12 Year Old Non Chill Filtered in travel retail, and the 18 Year Old expression in Tesco stores.

4 June 2016 - Felicity Murray The Drinks Report, editor