William Grant is planning to make its blended whisky more accessible to a new and younger audience. The company, with its distributor First Drinks Brands, is working on a Winning Formula' policy for 2000 which includes sponsorship of the Jaguar Formula One racing team. It is also planning to put extra cash into the category and has a dedicated category management programme tailored to specific customers. Grant is working off a highly successful end to 1999 when AC Nielsen recorded it as the best performing blend. Marketing manager Alec Guthrie said: "Our growth was extremely exciting and is set to continue in 2000. The brand offers consumers an established premium tasting brand at competitive prices compared with the brand leaders." {{DRINKS }}