Independent spirits leader, William Grant & Sons UK, has launched Three Barrels Honey to capitalise on a flavour profile that’s dominating consumer interest and build on the popularity of the UK’s Number One* VSOP Brandy.
Three Barrels Honey
A fine blend of VSOP and natural honey flavourings, Three Barrels Honey is a 30% ABV spirit drink that has been expertly crafted to give a smooth and mellow finish. Best enjoyed chilled or with a splash of lemonade, the product features a premium gold and orange honeycomb design in line with the brand’s contemporary repositioning and focus on attracting new consumers.
Three Barrels Honey will launch exclusively with Morrisons from 14th July before being rolled out across grocery multiples in September, and will benefit from a £300k above the line launch programme. The ‘Embrace the Unexpected’ campaign includes high impact outdoor advertising and digital activity focusing on The Basildon Family creative, which was a success for Three Barrels in 2013 in terms of raising consumer awareness and brand appeal.
Brand flavour extensions drive market growth
Brand Manager for Three Barrels Honey, Paul Curry commented: “Experimental flavours are taking hold across most consumer goods and the spirits category is no stranger to this burgeoning trend. New product development and brand flavour extensions are driving market growth and it’s the sweeter profiles that are dominating overall. Honey is the flavour that’s captured consumer attention and is growing at over 1000%. Innovation in Brandy has been lacking and the category still has the second oldest demographic profile, so now is the ideal time to launch Three Barrels Honey and create excitement in this area.
“As the UK’s Number One Brandy, Three Barrels is a brand with strong awareness and a loyal fan base so we’re confident that Three Barrels Honey will bring new drinkers to the category whilst boosting awareness of our original VSOP House Brandy.”
Available in 70cl bottles, Three Barrels Honey has a RSP of £17.99.
*William Grant & Sons UK Market Report 2014 – Nielsen data to 26th April 2014
About William Grant & Sons UK
William Grant & Sons UK is a leader in the UK spirits industry with a portfolio of premium and iconic brands. Founded in 1887, it is a fifth generation family-owned business with a passion and commitment for creating and building acclaimed brands of unrivalled quality for the long-term.
The company’s wholly owned brands include Glenfiddich, the world’s most awarded single malt Scotch whisky, The Balvenie, Grant’s, Hendrick’s Gin, Sailor Jerry Spiced Rum, Tullamore D.E.W Irish Whiskey and Three Barrels brandy.
It also successfully represents brands owned by other premium drinks businesses, including Illva Saronno’s Disaronno and Tia Maria, EPI’s Piper-Heidsieck and De Kuyper Cocktail Liqueurs.
