Interview, Part 2: Paul Basford Of William Grant & Sons USA

In the second part of our interview, William Grant & Sons USA president and managing director Paul Basford discusses whiskey brands like Tullamore D.E.W. and Hudson, recent marketing efforts, and opportunities for innovation and potential acquisitions moving forward for the 3.4-million-case spirits player.

SND: While William Grant is known for Scotch, it’s also a player in Irish and American whiskey. How is progress there?

Basford: Tullamore D.E.W. has been growing share quite actively. We’re number two in the category, and we grew north of 5% last year in depletions. Consumers are showing strong interest in Irish whiskey, broadening their view beyond Scotch and Bourbon. We’ve got some great A&P coming on the brand, and also innovation that’s coming in early 2024 that will step the brand into a different space.

Hudson Whiskey is primed for a great year. It’s distilled in Tuthilltown, about an hour and a half north of New York City. We have the right liquid, a bold new pack that’s very New York in its orientation, and as the distillery has matured we have more liquid to bottle. Last year we had a five-year-old Bourbon that sold through very quickly, and we recently became the official Bourbon of the New York Mets, featured across all the bars at Citi Field. When you visit the stadium you’re well aware it’s a home not only of Hudson but also the rest of our premium range.

SND: Where else do you see strong potential in the portfolio?

Basford: Reyka, our Icelandic vodka, is unfulfilled in its true potential. We’ve had some supply constraints on that one, but now we’re ready to go. It offers a different proposition to what’s in the market. We have very clean, very clear, great creative around the Icelandic mindset and just a different voice in a category that’s becoming quite one-dimensional at the premium end. We’re excited to push Reyka to greater heights.

SND: What’s new on the marketing side?

Basford: We overinvest in A&P and will continue to do so. On Balvenie we have the “Quest for Craft” campaign with Questlove, which has done very well, bringing new consumer groups into the brand and making it more modern. The other piece is our step-change last year on Tullamore D.E.W., creating a campaign around an unwavering whiskey in a crazy world. We’ve been pushing forward on the campaign called “Anthems,” which has seen tremendous results and will continue across the balance of this year.

SND: Are you open to additions to the portfolio?

Basford: We’re focused primarily on innovation, which has always been a strength of William Grant with brands like Hendrick’s, Milagro, and Monkey Shoulder. A lot of categories we’re not involved in right now have insane multiples in terms of going in and buying brands. It would have to be the right opportunity in the right category with a very distinct proposition that fits with our portfolio.

Tagged : Balvenie, Hudson Whiskey, Reyka, Tullamore DEW, William Grant & Sons

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