Grant's whisky is hoping to reach more than six million shoppers in a three-pronged Christmas campaign.
Brand owner William Grant & Sons and UK distributor First Drinks Brands have signed a deal with Classic FM in which Grant's will sponsor The Ultimate Christmas Collection CD, which will be free with the December issue of Classic FM Magazine.
The whisky will also be advertised on air and there is a promotion on the radio's website. "Classic FM is an ideal vehicle for Grant's," said Mark Collins, brand manager at First Drinks Brands. "More than 2.3 million Classic FM listeners regularly enjoy a glass of whisky, so it is an opportunity to convert whisky drinkers who don't drink Grant's."
Point-of-sale material and new gift cartons of Grant's Family Reserve have been developed to encourage women to buy the brand, while loyal Grant's drinkers are being targeted with a photography competition.
"We are taking a different perspective this Christmas to compete with blended whisky competitors," added Collins.