WILLIAM GRANT & SONS HAS A REFRESHING APPROACH IN CANNES

This year’s TFWA World Exhibition and Conference sees William Grant & Sons (WGS) refining its global travel retail portfolio with new and refreshed packaging in key collections. The stand (Golden Village GO2) retains its open and friendly atmosphere, inviting customers to view a compelling portfolio that continues to excel in creativity and innovation, alongside examples of its unique brand activations from Hendrick’s Gin and Monkey Shoulder Whisky. William Grant & Sons Global Travel Retail Managing Director Ed Cottrell says that this year’s event is as important as ever. “This year sees the emphasis on creative new packaging and presentations for existing brands with some very relevant brand updates that reflect customer feedback,” he says. “We will also be previewing a number of exciting developments for next year that continue to exemplify the importance that William Grant & Sons places on Global Travel Retail and our original, inventive and contemporary approach.” One highlight is the new packaging for Glenfiddich Cask Collection, which remains exclusive to global travel retail. “We are continually refreshing and revitalizing the Glenfiddich offer and this move reflects the ongoing evolution of the Cask Collection range, ensuring relevancy to our core consumers. The new look aims to strengthen the collection’s visibility on-shelf and enhances the premium cues of the range whilst reinforcing its contemporary appeal”. William Grant & Sons will also be revealing a new pack for Drambuie Scotch Liqueur - a brand that it sees as offering tremendous potential within the category. “Drambuie is our secret and I am really excited about it! It has a strong brand identity and brilliant distribution,” continues Cottrell.  “Since acquiring the brand in late 2014 we have been examining the best ways to re-engage with existing drinkers and to connect the brand with an entirely new generation of consumers. First stage is to introduce a new upgraded presentation that we will be showing to our customers in Cannes.” In addition, new 50cl packaging will be introduced for Tullamore D.E.W Cider Cask Finish Irish whiskey and Tullamore D.E.W. Phoenix Irish whiskey – both exclusive to global travel retail, giving travellers the differentiated offer they are looking for. Perfect for impulse purchasing or gifting, these 50cl packs are a superb introduction for consumers to Tullamore D.E.W. Tullamore D.E.W. Cider Cask Finish combines two of Ireland’s oldest crafts, cider making and whiskey making. The result is a rare and noble Irish whiskey that brings to life the essence of Ireland with notes of toasted oak, tinged with cider sweetness to engage and delight the palate of true Irish whiskey lovers. Due to the seasonal nature of the Irish apple harvest, Tullamore D.E.W. Cider Cask Finish has limited production, made only between September and November each year. Tullamore D.E.W. Phoenix is a triple distilled Irish blended whisky partly finished in oloroso sherry casks which celebrates the courageous rebuilding of the town of Tullamore in Ireland after it was largely destroyed by fire following a devastating hot air balloon accident in 1785 and is a symbol of resilience, optimism and progress. Since that day a phoenix has been included in the town’s coat of arms. Driven by their positive spirit, the town’s renaissance in the ensuing decades saw the establishment of the Tullamore distillery in 1829. “Constantly reviewing and refreshing the portfolio is absolutely necessary if we are to ensure the total offer is right for our travel retail partners and - in turn - their customers. The changes and additions this year sit alongside our most recent collections such as Grant’s Elementary, a GTR exclusive range, and brands such as Glenfiddich, The Balvenie, House of Hazelwood, Monkey Shoulder and Hendrick’s Gin which create a compelling and undeniably ‘must-stock’ offer.” says Cottrell. Equally important is bringing brands to life and visitors to the WGS can experience two current highly engaging activations at first hand. As the new face of Scotch Whisky for a new generation of drinker, Monkey Shoulder welcomes new drinkers into scotch with its legendary drinks trolley serving up contemporary pre-mixed cocktails and playlists to delight and reinvigorate weary travellers the world over and send them off with a smile. Alternatively, guests can work up a thirst by pedaling the ‘Master Serve ‘O’ Matic’ bicycle which, delivers the perfect slice of cucumber to accompany a ‘Hendrick’s & Tonic.’ The bicycle unit, along with floor and wall graphics, is designed to bring the Hendrick’s brand to life in a fun and innovative way. “We at William Grant & Sons are proud of the strong and collaborative relationships that we have with our customers. We place an enormous amount of importance on these relationships, and Cannes gives us a great opportunity to continue strengthening our bonds with our partners. We look forward to welcoming all our customers and friends to the stand in Cannes this year.”

September 13, 2016

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