Scotch brand Grant’s is relaunching its flagship Family Reserve brand and adding three blends.
Family Reserve will be renamed Triple Wood, which Grant’s said would play up the production credentials of the drink and introduce “modern quality cues to our famous bottle”.
A trio of Triple Wood Smoky, Rum Cask and Sherry Cask 8yo will join the brand’s portfolio in August.
The new whiskies were “united by a distinctive, smooth, rich flavour but also offer taste profiles suited to every type of palate and to blended drinkers who wish to explore or treat themselves to something different” Grant’s said.
Value sales of blended Scotch dipped by 1.6% over the past year to £725.9m in the face of stiff competition from more trendy single malts and particularly American whiskeys [Nielsen 52 w/e 24 March 2018].
The decline in the blended category was largely down to “the growth of premium spirits such as single malt, retailers allocating more feature space to the growing premium categories as well as an ageing drinker demographic and no focus on recruitment”, said Grant’s. However, the brand said it had experienced a 15.5% growth boost over the past 12 weeks, with “double-digit” growth in Tesco and Waitrose, according to latest Nielsen figures [52 w/e 19 May 2018].