Three Barrels relaunch in bid to become UK’s house brandy

Three Barrels brandy is aiming to become the UK’s house brandy of choice, with a major relaunch of the brand.

The William Grant-owned brand is undergoing a thorough makeover to create a modern and more premium look, with new packaging, bottle sizes, marketing and creative.

Three Barrels kicked off its new marketing campaign to show off its new lookyesterday (22 April) with 96 sheet advertisements on the London Underground, the first time the brand has delivered such an advertising campaign in years.

Featuring the fictional Basildon family in their country estate home, the creatives are designed to boost Three Barrels’ premium credentials by linking the brand with wealth.In addition, William Grant has chosen to release a new 500ml bottle, which is already being distributed to the UK market, in response to what it calls a “growing demand” for a range of premium spirits across price points; the full range now spans 50ml to one-litre variants.

The new-shaped label will emphasise Three Barrels’ French origins and make “cleaner and clearer statements” about the brand. The overhaul, which also includes the launch of new microsite TheHouseBrandy.com – home of the Basildon family – will be supported by a full-scale national media campaign, which also started on 22 April.
Oliver Dickson, senior brand manager for Three Barrels, points to the 10% growth of the VSOP grade as a reason for the company to “change perceptions” of the brand with the relaunch.
“This is an exciting time for Three Barrels,” he said. “With such stand-out creative we aim to excite both our current drinkers while attracting a new generation to a category which is extremely versatile but perhaps a little misunderstood. We hope to change perceptions and make Three Barrels the UK’s house brandy of choice.”

Three Barrels is also offering the chance to win a luxury country house weekend for two via The House Brandy website as part of the relaunch.