An ambitious project to increase malt whisky sales is being unveiled throughout the off-trade. First Drinks Brands has been looking at ways of increasing Glenfiddich's sales. It is already the brand leader and William Grant has a target of increasing its share of the global market from 25% to 30% by 2005. Following its research into consumer buying habits it has come up with a tasting spectrum for malts in much the same way that wines are identified. This is based on taste and strength rather than origin, and mixes blends with malts. Marketing manager Sarah Clark said: "Consumers know what they like, but they would like to experiment more and to do so they need and want help. There is a huge opportunity to trade blended drinkers up to malt whisky. "Our category management team have taken the tasting spectrum to the trade. Asda, First Quench, Tesco and Waitrose have all run tailored communication materials on the shelves." {{DRINKS }}