BROWN SPIRITS: WILLIAM GRANT & SONS


William Grant moves in ‘new luxury direction’ with Grand Cru launch


Last year was another busy one for William Grant & Sons, but the launch of the company’s new Grand Cru Scotch, matured for 23 years and finished in rare French cuvée oak casks was arguably the highlight. Andrew Pentol reports.


W


e may only be in the third month of the calendar year, but


William Grant & Sons has already launched its Glenfiddich 23 Year Old Grand Cru Scotch Whisky with at least two key Asian travel retailers in significant airport locations. One was with Malaysian travel


retailer Eraman at Kuala Lumpur International Airport and the other was with Delhi Duty Free at Delhi Indira Gandhi International Airport Terminal 3. The latter was the first travel retailer in India to celebrate the launch of the Glenfiddich Grand Cru. Initially unveiled on 5 September


2019, William Grant & Sons partnered with DFS Group and Changi Airport Group for a one- month travel exclusive ‘Changi first’ launch. The whisky then went live at other airports from 1 October.


Point of difference In order to create a point of difference for travellers, a 75cl 43% abv exclusive variant was created for DFS, while a 70cl 43% abv exclusive variant was made for the company’s other valued GTR partners. Alongside Singapore Changi,


Kuala Lumpur International and Delhi Indira Gandhi, the global campaign includes activations across prominent international airports. These include Hong Kong, Seoul Incheon Taipei, Tokyo, Auckland, Melbourne, Sydney, Dubai, London, Paris, Edinburgh and New York. Encased in black glass bottles with


a gold Grand Cru print and gold closure, the GTR exclusives come in a black box featuring a golden firework design. This is to symbolise the spirit of celebration and ‘true taste of luxury’ contained within. The two GTR exclusives blend


flavours from Scotland and France and are supported by ‘sensorial


MARCH 2020


The Grand Cru was launched in India with Delhi Duty Free Services earlier this year.


engagement’ and digital activation instore. This exemplifies a new ‘luxury’ direction for William Grant & Sons, the importance of which must not be underestimated. Speaking at the time of the launch,


Ed Cottrell, Global Travel Retail Managing Director, William Grant & Sons said: “In Global Travel Retail, we are continually striving to keep the offer innovative, fresh, exciting and qualitative. Grand Cru presents a superb opportunity for us and our retail partners to tap into the $100+ luxury spirits segment with a single malt. “Its link to premium French


sparkling wines helps us to create a compelling story that will appeal to and recruit a new generation of premium spirit drinkers into the category.” The high-profile unveilings in


Malaysia and India highlight the premium nature of the Grand Cru and anticipated impact on the respective DF&TR businesses. In Kuala Lumpur, the product


was unveiled at an exclusive dinner held at the Lafite, Shangri-La Hotel. Among the guests was Datuk Seri Michael Yam, Chairman, Eraman, who commented: “We are proud to be at the forefront of showcasing passionate and elegant brands,


such as Glenfiddich Grand Cru 23yo – an award-winning and globally recognised premium brand that fits perfectly with our retail philosophy.” Over in Delhi, the Grand Cru


was unveiled at a luxury hotel in Gurugram on 24 January 2020. The event was attended by premium Delhi Duty Free Services shoppers, artists, entrepreneurs, and socialites. Commenting on the


launch, Philip Eckles, Chief Executive Officer, Delhi Duty Free Services said: “This launch is significant from the point that we are seeing growing


preference


customer toward


premium ranges in the spirits category.” «


“Grand Cru presents a superb opportunity for us and our retail partners to tap into the $100+ luxury spirits segment with a Single Malt.”


Ed Cottrell, Global Travel Retail Managing Director, William Grant & Sons


TRBUSINESS 53


Below: The Glenfiddich 23 Year Old Grand Cru Scotch Whisky was unveiled in September 2019.


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