William Grant & Sons is investing £35m in its Grant's blended Scotch brand globally, with £3.8m earmarked for the UK.

It has also unveiled a new look, keeping the whisky's distinctive triangular bottle but giving it a more masculine and premium feel.

"In the UK we are concentrating on creating cut-through and developing a stronger emotional resonance with consumers," said Chris Mason, managing director of UK distributor First Drinks Brands.

"This is supported by the new packaging with its more sophisticated and premium look and quality cues of authenticity and heritage."

The brand had a good Christmas in the UK, with sales up 20% by volume year-on-year [Nielsen MAT to 25 December 2007]. Globally the brand is also growing due to demand in emerging whisky markets such as Russia, the company said.

"Our aim is to help push Grant's into podium position globally. The UK has a role to play in achieving this," said Mason.

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