Friday, March 27, 2015


Grant’s blended Scotch whisky has launched a £1.2 million TV sponsorship with Sky Sports for Grant’s Signature, as part of a significant awareness push on the new expression that is aimed at attracting younger consumers to the blended category.

The cross platform package goes live on 27th March and includes both TV and online sponsorship and traffic drivers for each of Sky Sports UEFA Euro 2016 qualifier matches.

William Grant & Sons announces multi-million pound investment push for Grant's Signature

Grant’s Signature will be visible across all live and repeated European qualification games on Sky Sports 5, Sky Pub Sports,, Sky Go and Sky On Demand.

Commenting on the news, Ali Cloudsdale, Brand Manager at William Grant and Sons, said: "Grant’s Signature quickly secured listings in the top multiple grocers and we’ve seen positive results since its launch last year. The new expression is smooth and versatile, meaning it can be enjoyed neat, on the rocks or mixed in long drinks, and Grant’s Signature is successfully encouraging 35 to 45 year-old consumers to reappraise blended whisky."

He went on to say: “Football is incredibly important to our Grant’s Signature drinker and we’re working closely with Sky Sports, who we share premium values with, to create a truly cross-platform solution that reaches their audience wherever they interact with the Euro 2016 content. Grant’s Signature will be embedded at all touch points as we look to convert awareness into trial and off-trade purchase. We’re investing heavily in the right areas to ensure Grant’s Signature becomes part of our target audience’s whisky repertoire and challenges old-fashioned perceptions of blended whisky.”

The wider investment on the brand for 2015 will also include off-trade experiential activity, on-pack promotions and a digital campaign to drive Grant’s Signature’s key serves.

Source: Touch PR