New Grant’s Signature targets younger audience

William Grant & Sons has launched a new variation of its Grant’s blended Scotch – called Grant’s Signature – designed to appeal to younger whisky drinkers.

Grant’s Signature Blended Scotch Whisky is to launch in Tesco next month

Initially available only in Tesco, Grant’s Signature is said to offer an alternative choice for younger consumers “looking for something different”, but is also a recognisable “brand with heritage”.

The new expression, bottled at 40% abv, is said to have a “rich and malty” character featuring notes of caramel and biscuit.

“As people continue to seek out new Scotch whiskies, Grant’s Signature is an exciting proposition that brings something fresh to a burgeoning category,” said Oliver Dickson, senior brand manager at First Drinks, UK distributor for William Grant & Sons.

“Whilst its provenance is a safe, credible brand, Grant’s Signature extends its appeal to whisky enthusiasts who are discovering the category and looking to enjoy whisky with friends on social occasions.

“Whisky is becoming a more accessible category, and as one in three drinkers are always searching for new Scotch brands, Grant’s Signature has come at the right time for those who want to extend their repertoire with a quality spirit whilst achieving value for money.”

At an RRP of £18.49, Grant’s Signature will launch as an exclusive to Tesco in June before rolling out to other major off-trade travel retail outlets later this year.