Home' National Liquor News : NLN FEB 2016 Contents 80 | FEBRUARY 2016 NATIONAL LIQUOR NEWS
80 | FEBRUARY 2016 NATIONAL LIQUOR NEWS
WILLIAM GRANT & SONS ENJOYED
A SUCCESSFUL 2015, MAINTAINING
BRAND GROWTH AND MOMENTUM,
UNDER THE LEADERSHIP OF ITS
NEW GENERAL MANAGER.
WHAT WERE SOME OF THE
HIGHLIGHTS FOR WILLIAM
GRANT & SONS IN 2015?
As a newcomer to William Grant & Sons this
year, one of my first impressions of the business
was how passionate and committed the team
are towards our customers and our wonderful
brand portfolio. The team work long and hard
each and every day to make a difference to our
customers and this was a real highlight for me
joining the business.
William Grant & Sons enjoyed another
successful year in terms of maintaining brand
growth momentum and the acquisition of the
iconic Drambuie brand, which has become
a perfect fit and wonderful addition to our
premium Scotch whisky stable.
The 2015 Rugby World Cup was a highlight
for the business both locally and globally.
William Grant & Sons successfully became the
official spirits and wine sponsor of this global
event, which allowed our business locally to
leverage this sponsorship with our Grant's
brand and the Wallabies jumper.
WHAT IS THE IMMEDIATE
FOCUS FOR WILLIAM GRANT
& SONS IN 2016?
The focus in 2016 will not vary greatly from
our normal mode of operation; keep our
customers and their shoppers at the centre
of everything we do and invest in our brands
and people so overall we can make a positive
difference every day.
As a family owned business with a pioneering
mindset, Scotch whisky is the heart of our
business and being the experts in this category
will allow us to continue to add value. With a
stable of global iconic brands such as Glenfiddich,
Grant's, The Balvenie and Monkey Shoulder
we are very well placed to support and help our
customers grow their Scotch whisky categories.
Of course outside of our Scotch whisky
brands, we will continue to invest and build truly
differentiated and relevant positions for Hendricks
gin, Sailor Jerry spiced rum and Tullamore D.E.W.
Irish Whiskey as well as Drambuie.
HOW HAS THE GOVERNMENT
BUSINESS OVER THE LAST
I think it’s fair to say that our industry as a
whole continues to be impacted by the many
and varied restrictions placed upon our
customers in many nightlife precincts around
the country. As a pure spirits business, we are
concerned with the targeting of spirits over
other alcohol sectors within these nightlife
areas and this is something we will be keeping a
watchful eye on in 2016.
WHAT PLANS DO YOU HAVE
TO ENGAGE THE TRADE
TO DRIVE SALES IN THE
William Grant & Sons Australia has a full
and complete program of brand activity and
support for our very diverse customer base
across the country. As Scotch whisky experts
we will work with our customers to help build
their Scotch categories.
We will continue to build our business
and service offering with an enlarged sales
and marketing team all capably equipped to
support our customers, and help them to grow
and prosper in these changing times.
We will also be relaunching our Grant's
Family Reserve blended whisky. The Grant's
brand is Australia’s number two blended Scotch
whisky and our name is on the front door. So
building and strengthening the Grant's brand
for our customers and our own business will be
a key priority for the year ahead.
WHAT DO YOU SEE AS THE
COMING TRENDS FOR 2016?
Over the last 10 years we have continued to see
brand choice and consumption trends change
and we believe this will continue at pace in
2016. It is widely recognised that brand choice
is increasingly motivated by real products with
genuine and authentic history and provenance.
The challenge will be how to connect shoppers
with our brand stories and provenance.
At William Grant & Sons we are a family
business – a business that has pioneered Scotch
whisky and particularly the malt category. With
brands like Glenfiddich and The Balvenie we
are extraordinarily well placed to support our
customers to help their shoppers improve the
knowledge and confidence to make great brand
choices within the Scotch whisky category.
Connecting with shoppers in a meaningful
and relevant way has become very important
and will increasingly challenge us. Digital,
e-commerce and the timing and relevance of
our connections with shoppers will be even
more important in 2016.
IN WHAT AREAS DID YOU
SEE THE MOST GROWTH
We witnessed growth right across our portfolio
in 2015 – some of this was assisted by growing
categories and some due to strong brand
support to ensure our offerings were truly
relevant and differentiated.
Spiced rum and gin are two obvious spirit
segments that were buoyant in 2015 and we
like to think we made a big contribution to the
growth of these categories with Sailor Jerry and
To all of our customers, partners, stakeholders
and friends of William Grant & Sons Australia, I
wish you all a very successful 2016 and we look
forward to once again supporting you to build
your businesses this year.
“As a pure spirits business, we are concerned with
the targeting of spirits over other alcohol sectors
within nightlife areas and this is something we will
be keeping a watchful eye on in 2016.”
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