Hot on the heels of an impressive showing at the International Wine & Spirits Competition (IWSC), Grant's Scotch whisky has launched an off-premise promotion featuring a series of six collectable glasses.
The glasses showcase the evolution of the Grant's Family Reserve label through the generations, from 1903 to today.
The first three glasses will be launched this month in national account BWS and next month in Liquorland. The second series of three collectable glasses will follow towards Christmas.
Grant's marketing manager Nathan Fisher said: "Grant's is Australia's second largest Scotch whisky brand and so with Father's Day fast approaching, the glasses provide consumers with a great gifting solution."
"Given the market's appetite for promotions that reflect a brand's authenticity, these collectable glasses are the perfect choice for whisky lovers and we hope they will enjoy these limited edition glasses," he said.
This initiative will be supported with in-store point of sale and a dedicated microsite that details the history behind each of the labels.
Also in recent weeks, Grant's 18 Year Old expression was one of three William Grant & Sons whiskies alongside Glenfiddich 40 Year Old and Balvenie 40 Year Old to pick up a highly coveted IWSC Scotch Trophy.
The distiller also picked up the ‘Gold Outstanding’ medal for Grant's 18 Year Old, Glenfiddich 40 Year Old, The Balvenie 12 and 30 Year Old, Tullamore Dew 12 Year Old Irish Whiskey and Hudson Baby Bourbon as well as a raft of Gold and Silver medals.