Glen Grant undergoes rebranding

Glen Grant has been around for 168 years, but even such a venerable Scotch whiskies can use some tweaking every now and then.

That's the situation as seen by Gruppo Campari, the Italian company that bought the brand from Pernod Ricard in December 2005. It has now completed a program, using the phrase "Whisky As It Should Be," to rebrand the single malt.

Italian investors' interest in the brand seems only logical since it has been the top-selling Scotch whisky in Italy for more than 40 years.

Since its acquisition, says The Moodie Report, "Gruppo Campari said it had redefined Glen Grant, paying close attention to its heritage and unique positioning, and investing in the brand image and the distillery. One of the world’s top three single malt whiskies in sales" behind The Glenlivet and Glenfiddich "and a market leader in Italy, Glen Grant has increased its turnover under Gruppo Campari’s ownership."

A new, contemporary visitors center (right) was opened in May at Rothes, Scotland, to be used for tours, business meetings and sales of a variety of Glen Grant expressions and souvenirs.

Glen Grant was founded in 1840 by James “The Major” Grant. Its classic label is the Glen Grant Single Malt, and its 10 year old expression is its No. 2 seller. In addition, the line includes a limited edition of older expressions such as the 15 year old and several rare cask-strength expressions are available in small numbers only at the distillery for its visitors.

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