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“Grant’s is a very strong brand in the airport; we have seen real success in selling the premium and super premium offerings“ |
Ian Taylor Global Marketing Manager William Grant & Sons |
UK. Grant’s blended Scotch whisky has partnered with Aelia to set up an exclusive brand store at Paris Charles de Gaulle Airport’s T2E during February. The initiative is described as the brand’s “largest high profile activity in global travel retail”.
The activity is an important step in William Grant & Sons’ strategy to reposition the Grant’s family of whiskies within global travel retail as a premium brand, the company said.
“William Grant & Sons has a very strong relationship with Aelia; the same outlet was chosen for the global premiere of Glenfiddich 50yo in 2009 with great success and in September 2010 we took the same space for activity highlight Glenfiddich, The Balvenie and Grant’s,” said William Grant & Sons Global Marketing Manager Ian Taylor.
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Grant’s 25yo, a global travel retail exclusive, will be available in the exclusive Grant’s blended Scotch whisky shop in Paris Charles de Gaulle |
“Grant’s is a very strong brand in the airport; we have seen real success in selling the premium and super premium offerings. Grant’s also has an excellent following in the French domestic market. Therefore it made sense to choose Charles de Gaulle, as one of the world’s key airports, to take our next step and create this exclusive Grant’s Whisky retail store,” he added.
The shop puts the Grant’s brand family firmly centre stage, highlighting the breadth and quality of the range and accentuating its premium crafted nature, the brand owner said.
Available in the Grant’s Whisky Shop will be Grant’s Family Reserve, Grant’s Ale Cask Reserve, Grant’s Sherry Cask Reserve, Grant’s Distillery Edition, Grant’s 12yo, and Grant’s 25yo.
William Grant & Sons Global Travel Retail Director Rita Greenwood said: “Global travel retail is an important showcase for the brand and has been a vital component of the premiumisation strategy, particularly with the launch of Grant’s 25yo and the Distillery Edition.
“In the last 12 months we have supported this with a number of high profile promotions in key airports offering travellers the opportunity to taste a variety of Grant’s whiskies, comparing and contrasting the very different qualities of each.
“This has proved extremely successful. The Charles de Gaulle promotion now takes this quest to the next level. We are very excited to see how consumers will react to seeing Grant’s being presented in such an impactful and premium way.”
