William Grant & Sons has rolled out its award-winning Grant’s Triple Wood 12 Scotch whisky in global travel retail with a series of high-profile activations that highlight the show stopping new bottle design and enable travellers to taste the exceptional liquid that results from layering of flavour provided by three-barrel aging.

An integral part of Grant’s global marketing, sales and distribution drive as it seeks to gain a bigger slice of the premium Blended Scotch Whisky pie, Grant’s Triple Wood 12’s secret sauce is the layering of flavour provided by the three barrels used to age this extraordinary liquid. It’s Grant’s third barrel – the revered sherry cask – that dials the quality up a notch and provides an extra layer of distinctive flavour. After all, two barrels makes it good, the third makes it Grant’s.

Now travellers can experience Grant’s Triple Wood 12 – winner of the IWSC 2019 Gold Medal for world’s best-blended whisky – through a series of dynamic and engaging high profile activations taking place across Europe, the Middle and Near East and South Africa.

Key to this wide-reaching activation program is disruptive HBPA bar/sampling, combined with digital elements to create a ‘WOW’ factor. Bold black and gold colour schemes, prominently highlighting the Grant’s ‘G’ logo feature throughout the various programs, with upgraded gondola and wall bay units designed to feature the distinctive, sleek, black triangular new bottle design of Triple Wood 12.

Following a successful kick-off in Larnaca and Istanbul Airports along with Romanian Border Shops during September and October, activations are currently live in Johannesburg Airport and set to commence in Beirut- Rafic Hariri International Airport and Warsaw Chopin Airport (Baltona). Delhi Duty Free, the Nordics (Scandlines’ Puttgarden border shop) and Moscow SVO Airport all follow at the end of the year/early 2022.

Activations are adjusted for regional consumer preferences. For example, at Istanbul Airport, one of the top 10 international airports in Europe, WG&S is focusing the activation in Arrivals as there is a strong brand presence in the Turkish domestic market. “We wanted to make sure we are targeting and attracting the right consumer in this premium blended scotch led market,” says Oksana Ohene-Adu, WG&S Customer Planning Activation Manager. The

big G we are showcasing represents our team badge and is at the heart of our new brand world that champions the power of collective achievement. We also developed glorifiers to elevate our premium bottle and a custom-made sampling trolley was built to support this activation which enabled our team of promoters to offer tasting of our award-winning liquid.

At Travel Free’s eight Romanian border shops, Grant’s Triple Wood 12 made a grand entrance with sampling, displays and high visibility at multi-touch points including tasting bars, cashier desks and security gates. Multi-touch point branding will also feature strongly within the Scandlines’ Puttgarden border shop at the end of the year where a brand new infinity mirror wall bay unit will be installed and used to brighten and light up this more confined area, creating an illusion of space to consumers.

The launch activation in Beirut- Rafic Hariri International Airport will take place in the main departures featuring both Glenfiddich and Grant’s Triple Wood 12. Going live in December, the HBPA sampling will promote the Triple Wood 12 1L and Twin Pack 2x1L skus, sweetening the deal with an additional discount for purchasers.

Digital will figure strongly here with consumer interactive points in the departure mezzanine with high visibility on the airport’s high-end curved LED screen along with static images. This area is key within the departure zone, targeting lounges and restaurants as well as passenger flow east and west and the passport control waiting area. “It’s an absolutely perfect spot for maximum passenger reach. Web banners featuring Triple Wood 12 will also feature on the Airport’s own website, reaching consumers researching what’s on offer before they travel,” comments Manmeet Kaur, WG&S Customer Planning Activation Manager.

“Throughout this activation program we have created experiences that encapsulate the premium quality of Grant’s Triple Wood 12. Engaging, impactful and educational interaction with consumers at numerous touchpoints throughout their journeys work together to build a compelling brand story paving the way for Grant’s Triple Wood 12 success.”

Grant’s Triple Wood 12 is produced at the Girvan Distillery, home to Grant’s not-so-secret weapon: the Girvan Patent Still, which produces its signature – and coveted – sweet, fruity, and light distillate. Triple Wood 12 takes a creamy, fruity spirit and ages it in three barrels, each provides a distinctive layer of flavour to the final blend. Refilled bourbon barrels provide sweetness, American oak gives it hints of vanilla, and a top-quality sherry cask (instead of virgin oak) adds a sweet, spicy finish.

All liquid is aged for a minimum of 12 years before blending to create a smooth, balanced final product that’s ideal to enjoy in a variety of forms — over ice with an orange peel to accentuate the fruity notes, in a long, refreshing serve like a Grant’s & Soda, or in a Cola’d Fashioned, Grant’s simple take on a classic Old Fashioned.

The Grant’s Triple Wood family, which Grant’s Triple Wood 12 joins, includes Grant’s Triple Wood and Grant’s Triple Wood Smoky. All three use a combination of three barrels to layer an array of distinctive flavour profiles to make it Grant’s. Hence the adage: ‘Two barrels make it good, the third makes it Grant’s’.