Grant's Whiskey: The Awesome Job You Can't Apply For

This case study describes how Grant's Scotch Whisky, a blended Scotch whisky bottled by William Grant & Sons in Scotland, went from a relatively unknown brand in India to an in-demand drink.

Grant's Whiskey: The Awesome Job You Can't Apply For

Campaign details

Brand owner: William Grant & SonsLead agency: SapientNitroBrand: Grant's WhiskeyCountry: IndiaIndustry Alcoholic drinks industry (general), Spirits & liquorsMedia: Events & experiential, Games & competitions, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

With 2% awareness, 1% market share and a small budget, Grant's Scotch Whisky had to make a disproportionate impact to win over its target audience, the so-called 'New Grownups'. People in this segment are used to receiving extravagant treats from big...

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