Grant’s launches new RTD’s

Aug 9, 2011by Alan Lodge

Grant’s has announced the launch of its first ever ready to drink (RTD) product, Grant’s Scotch Whisky and Cola. The launch this month will be followed by a further new product – a whisky and ginger drink.

James Stocker, marketing controller for Grant’s at its UK distributor First Drinks, said: “RTDs are the fastest growing category in the UK off-trade – with RTD cans in dynamic growth, up 48% – so we felt this was a really important area to exploit. “Until recently, it has been other categories which have dominated the RTD market but with Grant’s now entering this territory, we hope that blended whisky will really capitalise on this trend. “By launching Grant’s Scotch Whisky and Cola in the UK, we are hoping to recruit new drinkers to the category and introduce new occasions to the whisky drinker’s repertoire, such as summer drinking and picnics. “With consumers increasingly experimenting with mixable spirits, the new Grant’s RTDs offer drinkers the opportunity to trial the brand in a convenient format and at an accessible price point.” The launch of the Grant’s RTD follows the brand’s roll out of a number of new brand extensions, including the smaller 50cl bottle size and the Grant’s miniature gift pack of its Family Reserve and Cask variants. Grant’s Scotch Whisky and Cola and Grant’s Scotch Whisky and Ginger are available in 250ml cans and have an ABV of 6.6%. RRP £2.00.