William Grant & Sons is scrapping the product-driven, provenance marketing behind its flagship Grant’s Scotch whisky in favour of digital content inspired by the social stories
of younger drinkers. The shift pushes the Scotch whisky to millennials by presenting it as a social drink for all occasions, whether at parties or in a bar. It takes its cue from younger
consumers trading up to more premium brands with the business anticipating much of the growth to come from Eastern Europe, Russia, Poland and Africa.
Read the whole story at Marketing Week »
