Grant's Premium 12 Year Old Whisky.

This integrated campaign for Grant's Premium Whisky uses intriguing visual metaphors to describe the whisky's complex layers of flavour. Grant’s 12 has been a big success in emerging markets such as Russia and Latin America where the brand has enjoyed rapid growth. It's now being rolled out in Europe and selected markets. Over the five years I worked with Grant's the brand consistently grew ahead of its category. In 2009 it became the 4th largest whisky and in 2011 Grants became the world’s 3rd largest Scotch whisky, with sales up by 12% to 4.9 million cases. Alongside volume gains, Grant’s now commands a more premium price and the value of the brand increased to over $1 billion. Awareness has risen dramatically, in the UK the brand achieved its three-year objective in just six months. Photography by Jonathan Knowles and Taylor James.


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