William Grant & Sons “optimistic” about 2009

Bill Lumley

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Tough trading conditions call for pioneering creativity, says supplier

William Grant & Sons has said that it remains optimistic about the year ahead in travel-retail despite difficult market conditions.

Global travel-retail director Rita Greenwood said: “There are positive opportunities for William Grant & Sons brands. It is time to be brave, flexible and creative and to follow in the pioneering spirit of our founder William Grant.”

Trading will be at its most critical during the second half of 2009, she said, with the continued polarisation of value for money brands at one end and premium brands at the other.

She said: “The positive reception to our travel-retail exclusive The Balvenie 14yo GoldenCask in Cannes supports our confidence in our luxury credentials. GoldenCask will be a focus for 2009, and we can promise some extraordinary developments for Glenfiddich to celebrate the 40th anniversary of the distillery opening to the public.”

The complete repackaging of Grant’s Family Reserve in striking red livery as part of a £35m ($52.9m) campaign to elevate the brand to podium position (No 3 blended scotch) has had significant success. Grant’s is demonstrating a renewed energy globally, taking markets such as Russia by storm, showing 151% growth here in 2007 alone. We have seen an 18% increase in sales in 2008 year on year across travel-retail.

As part of the premiumisation strategy, a 12yo Grant’s variant was launched in the Russian duty-free market in October, and a roll-out in Portuguese duty-free is planned in the New Year.