First Drinks Brands is planning to take a bigger share of the malt whisky market with the Balvenie. The company already distributes the brand leader Glenfiddich for William Grant. The Balvenie is its much smaller sister brand which has a small but growing share of the malt sector. In the last five years the brand has gained distribution and has 2% of off-trade volumes. First Drinks and William Grant are now investing in a carefully targeted marketing campaign designed to put the brand in front of the consumer. Brand manager Philip Epps said: "We know this market has considerable potential for growth and through appropriate exposure of the brand to core target drinkers this can be achieved without any detriment to its exclusive qualities." {{DRINKS }}