William Grant & Sons : advertising & marketing assignments

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William Grant & Sons have been producing fine whisky for more than five generations, and are one of the top three producers worldwide of blended Scotch. Grant's is the biggest-selling brand in their small family-controlled portfolio, and the #4 premium Scotch whisky with volumes of 4.5m cases in 2017. Impact estimated retail value of $910m. However, the jewel in the crown is arguably Glennfiddich, the world's most awarded and highest-selling single malt (volumes of 1.3m cases in 2017, worth $450m). The fastest-growing brand in the portfolio is super-premium Hendrick's Gin, now the group#s #2 brand with sales of 1.1m cases and value of $455m. The company acquired family-owned Drambuie for an undisclosed sum in 2014, and US craft whiskey Hudson in 2017. Grant also owns a small collection of other products including Monkey Shoulder, Clan McGregor, The Balvenie Scotch whisky, Tullamore Dew Irish whiskey and Sailor Jerry rum, and distributes several more on an agency basis. It has distribution joint ventures in several countries, and handles Remy Cointreau's brands in France. A contract to handle Stolichnaya vodka in the US was terminated at the end of 2013, and instead Grant's works with Russian Standard's owner in several countries and with Beluga Group in Russia itself. Group revenues exceeded £1bn for the first time in 2016, reaching £1.2bn for 2017. Stella David stepped down as CEO that year, to be replaced by Simon Hunt. William Grant founded the business at Glenfiddich in 1886; control passed to his son-in-law Charles Gordon on his death in 1923. The company is still privately owned by more than 20 descendants of the Grant and Gordon families, led by chairman Glenn Gordon. Adbrands does not currently profile this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Who are the competitors of William Grant? See also Alcoholic Beverages Sector index

Capsule checked 14th March 2018

Recent stories from Adbrands Weekly Update:

Adbrands Social Media 15th May 2018: "Escape". Philadelphia's Quaker City Confidential is the latest creative boutique to try its hand at the faux-Victorian collagery that has long distinguished the packaging and marketing of William Grant & Sons' Hendricks' Gin. The results are nothing short of spectacular; and in fact the whole film must have been a joy to design and animate. South African prodco Tulips & Chimneys brought the project to life. You've gotta love those salaryman narwahls! It truly makes you wonder if there is something a little more potent involved in the distilling of this gin... or maybe they just save that for whoever works on its advertising? 

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