Girvan unveils two more single grain Scotch whiskies11th March, 2014 by Becky Paskin
William Grant & Sons is taking a step further in pioneering a new Scotch whisky category with the launch of two new single grain whiskies this month.
Having unveiled its new Girvan single grain Scotch whisky brand in October last year, which it claims will become a million-case brand by 2073, William Grant is to launch two new expressions in the range.
Girvan 30 Year Old and Patent Still No.4 Apps (previously known under the working title of Patent Still #5974), a no-age-statement expression destined to be a travel retail exclusive, will both be unveiled at Whisky Live London on 21 March.
The No.4 Apps, a 42% no-age-statement whisky, will retail for £45, while the Girvan 30 Year Old will be available for around £375. While some have called the price points “excessive” (Girvan 25 Year Old, launched last year, carries an RRP of £250), William Grant claims Girvan’s positioning will enable it to grow the single grain Scotch category in line with single malts of similar ages.
“In the first instance we are positioning Girvan at malt enthusiasts; that’s where we have had requests for single grain over the years,” said Kevin Abrook, global marketing manager of innovation at William Grant. “Over time, we see us building a range and having more accessible liquid and price points to attract whisky aspirers.”
The launch marks 50 years since the Girvan Distillery – which produces grain spirit for Grant’s blends – was built in 1963, the same time Glenfiddich was launched in export markets around the world.
While there are a handful of independent bottlers selling single grain Scotch, such as Compass Box’s Hedonism and Edrington’s The Snow Grouse, William Grant is the first large producer to assert its ambitions to grow single grain into the “third leg of the Scotch whisky category”.
However, The Spirits Business has learned of at least two more large Scotch producers moving in to launch their own international single grain Scotch whiskies this year.
To read more about the category and Girvan’s competition, pick up a copy of The Spirits Business March 2014 issue, out now.