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Big, bold and gold: Grant’s Triple Wood 12 Scotch lands in travel retail

Big, bold and gold: William Grant & Sons is selling Grant’s Triple Wood 12 Scotch with a hanging bar pop-up sequence in EMEA travel retail

William Grant & Sons is selling the worldwide travel retail launch of its Grant’s Triple Wood 12 Scotch whisky with a sequence of high-profile travel retail activations in Europe, the Middle and Near East and South Africa.

The pop-ups spotlight the brand new Grant’s Triple Wood 12’s bottle design and invite travellers to expertise the mix, which is the results of three-barrel getting older and flavour layering.

Produced in the Girvan Distillery, Triple Wood 12 is a creamy, fruity spirit that’s aged in three barrels then refilled in bourbon barrels so as to add sweetness. It is aged for at least 12 years earlier than mixing.


The reserved sherry cask, the third barrel in the three-barrel layering course of, provides an additional layer of flavour in accordance with the model’s motto “two barrels make it good, the third makes it Grant’s’. It gained the IWSC Gold Medal for world’s greatest blended whisky in 2019.

Pictured above is the Grant’s bar trolley/sampling promotion in Larnaca International Airport in Cyprus

The mix is highlighted in key airports in EMEA travel retail via bar sampling in hanging black and gold colors. The bars are outfitted with digital components to attract travellers in and prominently characteristic the model’s ‘G’ emblem. They are supported with refreshed wall bays and gondolas that mimic the bottle design of Triple Wood 12.


The Grant’s Triple Wood 12 activation sequence was efficiently rolled out in Larnaca International Airport, Istanbul Airport and in Romanian border outlets all through September and October, with activations ongoing in O.R. Tambo International Airport, Johannesburg.

William Grant & Sons can also be rolling out the promotion in Beirut Rafic Hariri International Airport and at Baltona Warsaw Chopin Airport with Baltona. It may even launch with Delhi Duty Free in Indira Gandhi International Airport, Scandlines’ Puttgarden border store in the Nordic market and Moscow Sheremetyevo International Airport from the top of 2021 to early 2022.

(*12*)Two barrels make it good, a 3rd makes it Grant’s is the motto that impressed the three-barrel ageing strategy of Grant’s Triple Wood 12 Scotch, which gained the Gold Award for ‘World’s Best Blended Whisky’ at IWSC 2019

Each activation is tailor-made to regional preferences. William Grant & Sons Customer Planning Activation Manager Oksana Ohene-Adu commented, “We wished to ensure we’re focusing on and attracting the best shopper in this premium blended scotch-led market. The large G we’re showcasing represents our crew badge and is on the coronary heart of our new model world that champions the ability of collective achievement.


“We also developed glorifiers to elevate our premium bottle. In addition, a custom-made sampling trolley was built to support this activation which enables our team of promoters to offer consumers a taste of our award-winning liquid.”

A region-specific, multi-touchpoint method characterises the Grant’s Triple Wood 12 promotion in Travel Free’s eight Romanian border outlets

In Istanbul, William Grant & Sons is specializing in the Arrivals zone as Grant’s has sturdy model consciousness in the home market. In Travel Free’s eight Romanian border outlets, the model was showcased with multi-touchpoint pop-ups at high-visibility areas. The identical multi-touch level method may even characteristic with Scandlines’ Puttgarden border store which is able to embody a brand new infinity mirror wall bay.

The activation at Beirut Rafic Hariri International Airport will characteristic each Glenfiddich and Grant’s Triple Wood 12. It will launch in December on the predominant departures space and characteristic a number of digital components together with a marketing campaign on the airport’s curved LED display screen.

William Grant & Sons Customer Planning Activation Manager Manmeet Kaur commented, “It’s an ideal spot for max passenger attain. Web banners that includes Triple Wood 12 may even characteristic on the airport’s personal web site, reaching customers who’re researching what’s on provide earlier than they travel.

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




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