News Briefs for August 20, 2018
August 20, 2018•Proximo Spirits has launched a new advertising campaign for its Kraken rum brand. Created by advertising agency Technology, Humans, and Taste, the new campaign features a cinematic encounter between the mythical kraken figure and actor Tom Payne of The Walking Dead, who tells his tale to a crowd of bar patrons. The 30-second television spot will run from today to October 31 on such stations as FXX, Comedy Central, BBC America, IFC, and SYFY. An Impact “Hot Brand,” The Kraken continues to climb within the rum category, rising 4% to 390,000 cases last year.
•William Grant & Sons is relaunching its Grant’s blended Scotch whisky with a new name and packaging. Grant’s Triple Wood—renamed to highlight that the blend is matured in virgin oak, American oak, and refill Bourbon barrels—is bottled at 40% abv and is currently rolling out in the U.S. in 750-ml. and 1-liter bottles for a suggested price of $17 and $20, respectively. In April 2019, the brand will roll out 1.75-liter bottles for around $30. Competing in the sluggish standard Scotch whisky segment, Grant’s has been flat at around 115,000 cases in the U.S. for the past several years, according to Impact Databank.
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