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William Grant & Sons revamps packaging, size for Three Barrels brandy

DBR Staff Writer Published 17 December 2012

William Grant & Sons has revamped its Three Barrels brandy with new packaging and new 500ml Very Special Old Pale (VSOP) pack format to meet the growing demand in the UK for premium spirits.

The new packaging includes a new shaped label with clear statements about the brandy. The VSOP pack format is currently available at grocery stores like Tesco, Morrisons and Asda. The new designs will also be seen on all the Three Brands package formats including 50ml, 200ml, 350ml, 700ml and 1l in 2013.

Three Barrels senior brand manager Oliver Dickson told Harpers that the 500ml format ideally matches with the new look of the package.

"We know that trial among consumers is driven by smaller formats and with the VSOP category in growth, up 10% MAT, there is a real opportunity to recruit new drinkers to the category," he added.

"The new-look Three Barrels maintains the recognisable brand look and feel for existing drinkers, while generating interest for those new to the brand through a premium-look bottle with real shelf presence."

The 500ml format of Three Barrels is available at a recommended retail price of £12.49.

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