William Grant & Sons is launching the latest salvo in its bid to take Grant's to the top of the blended whisky category. Grant's Garden After Hours is launching this week and will run through the year.
The campaign comprises a sampling programme, neck collar promotions and PR, and will be fronted by BBC 'Flying Gardener' Chris Beardshaw. "Gardening is a common pursuit for Grant's target audience," said Harriet Knight, brand manager at distributor First Drinks. "This campaign shows gardening in a new light and will inspire new ways of drinking Grant's."
The company is also launching a new microsite to support the campaign, www.grantswhisky.com/gardenafterhours, on which Beardshaw will run a seasonal blog and publish blueprint designs for gardens.
William Grant & Sons announced last March it was investing £35m globally in the brand, with £3.8m earmarked for the UK.