Glen Grant revisited as major investment pours into single malt whisky brand – 10/06/08

Seeking simplicity: Glen Grant’s re-imaging incorporates the marketing tagline “Whisky as it should be”


UK. Gruppo Campari has announced that it has completed the rebranding of Glen Grant single malt Scotch whisky, which was acquired by the Italian drinks group from Pernod Ricard in December 2005.

<!–

–>


Since its acquisition, Gruppo Campari said it had redefined Glen Grant, paying close attention to its heritage and unique positioning, and investing in the brand image and the distillery.

One of the world’s top three single malt whiskies in sales (behind the Glenlivet and Glenfiddich) and a market leader in Italy, Glen Grant has increased its turnover under Gruppo Campari’s ownership.

Gruppo Campari CEO Bob Kunze-Concewitz said: “We proudly announced the Glen Grant acquisition in December 2005, which made us an important player in the fast-growing single malt Scotch whisky category. Since then, we have invested significant resources in relaunching this hidden pearl of the Speyside, to bring it back to its deserved world position.”

Part of the investment has been poured into a new Glen Grant visitor centre, which opened on 29 May at Rothes in Scotland, to welcome guests into the heart of “whisky as it should be”.

Visitors can tour the Glen Grant distillery at the new Visitor Centre, which offers a selection of whisky expressions for sale, memorabilia and a tasting area, all in contemporary style.

Campari International Global Duty Free Manager Virginie Marquet told The Moodie Report that she intended to invite to the new centre some key clients for whom Glen Grant has real potential, focusing mainly on Europe.

The top markets for the brand, based on 2007 volumes, are Italy with 61% of sales, France with 13%, Germany 11%, Spain 4% and the rest of the world 11%.

Taste of Speyside: Inside Glen Grant’s Visitor Centre guests can sample a selection of single malts in the tasting area


About the Glen Grant brand

Established in 1840, Glen Grant is described as a light, crisp whisky, whose key is its simplicity. James “The Major” Grant, and his father and uncle before him, believed single malt whisky was the only true whisky and they set out to create a high quality product using state-of-the-art production and whisky-making techniques. The light, yet complex spirit is said to be the result of the tall, slender stills and special purifiers that were introduced over a century ago and continue to be used today.

“At Gruppo Campari we embrace The Major’s vision completely,” said Campari Italia Marketing Director Jean Jacques Dubau. “Since we acquired the brand, we have worked towards bringing Glen Grant’s vision into the 21st century through the classic Glen Grant Single Malt and the 10yo expression, which are the perfect ambassadors for Glen Grant.”

In addition, Glen Grant boasts a limited edition of older expressions, available in small numbers just at the distillery for its visitors, such as the 15yo and a number of rare cask-strength expressions.

Speaking about the brand’s heritage, Master Distiller Dennis Malcolm explained: “Glen Grant’s long history is one of tradition and innovation; it promoted the construction of the first railway in the North, was the first to use electric power and innovated whisky-making with its ‘young and crisp’ main expression. The Visitor Centre, with its contemporary look, is a gateway into the traditions of this historically important distillery and its unique story.”

Glen Grant’s light, complex spirit is said to be the result of the tall, slender stills and special purifiers in the distillery


[comments]
Your post will appear – once approved – in The Moodie Forum on our home page

MORE STORIES ON GLEN GRANT AND GRUPPO CAMPARI

Gruppo Campari closes “˜highly successful’ financial year with +2.7% growth in sales – 19/03/08

Buoyant Campari keeps up positive momentum – 09/11/07

Campari drinks to spirits acquisitions – 21/03/07

Food & Beverage The Magazine eZine