Grant’s signs advertising deal with sports channel

William Grant & Sons has signed a £1.2 million advertising deal with Sky Sports for its new Grant’s Signature blended Scotch whisky, as part of a bid to attract younger drinkers to the category.

William Grant & Sons is aiming to challenge “old fashioned” perceptions of blended Scotch with a new Sky Sports advertising deal for Grant’s Signature

Including TV and online sponsorships, Grant’s Signature will be advertised across all live and repeated European qualification games on Sky Sports 5, Sky Pub Sports, Skysports.com, Sky Go and Sky On Demand.

Launched in May last year, Grant’s Signature has been designed to appeal to younger whisky drinkers “looking for something different”.

This recent campaign for the expression is in line with Grant’s strategy to move from focusing its marketing efforts on older male drinkers to a younger Millennial audience.

“Grant’s Signature quickly secured listings in the top multiple grocers and we’ve seen positive results since its launch last year,” said Ali Cloudsdale, brand manager at William Grant and Sons UK

“The new expression is smooth and versatile, meaning it can be enjoyed neat, on the rocks or mixed in long drinks, and Grant’s Signature is successfully encouraging 35 to 45 year-old consumers to reappraise blended whisky.”

In June last year, Grant’s launched a £1m sports-themed marketing campaign featuring four football legends, including former England international footballer Sir Geoff Hurst.

“Football is incredibly important to our Grant’s Signature drinker and we’re working closely with Sky Sports, who we share premium values with, to create a truly cross-platform solution that reaches their audience wherever they interact with the Euro 2016 content,” continued Cloudsdale.

“We’re investing heavily in the right areas to ensure Grant’s Signature becomes part of our target audience’s whisky repertoire and challenges old-fashioned perceptions of blended whisky.”