William Grant & Sons Ltd., North Lanarkshire, United Kingdom, announced a global brand refresh which includes new packaging and a renaming of its signature blend, a refined portfolio and a new direction for its communication’s campaign, the company says.

Launched globally this summer, Grant’s Triple Wood is a new way of communicating the quality of the liquid through its whisky-making process for a smooth, rich and mellow taste, it adds.

“While other blended whiskies are declining, Grant’s continues to go from strength to strength, leapfrogging others to become the world’s No. 3 Scotch whisky,” said Philip Gladman, Grant’s chief marketing officer, in a statement. “As the whisky that holds the family name, we have big ambitions to be the most distinctive player in Scotch whisky and are proud to celebrate our Triple Wood maturation, the key to our exceptional taste, with a new global brand refresh.”

The use of wood plays an important role in the creation of Grant's, the company says. Using the same formula for the last 130 years, 60 percent of the whisky’s flavor is drawn from cask influence, rather than being aged in just one type of cask, it adds.  

Grant's Triple Wood liquid is rested in three types of casks: virgin oak, which provides spicy robustness; American oak lending subtle vanilla smoothness; and refill bourbon, which contains brown sugar for sweetness, the company says.

Along with the brand refresh, Grant’s released a simplified portfolio of its Ale Cask Scotch, Rum Cask Edition and 8-year-old Sherry Cask Finish, all of which are aged with the triple wood process.

“The Triple Wood process is at the very heart of what we create here at Grant’s,” said Brian Kinsman, master blender, in a statement. “As a result of ageing our whiskies in three different casks, our Triple Wood is distinctive to taste, with a balance of qualities drawn from the character of the wood. I love the complexity of spice, smooth vanilla and the sweet edge gathered from that combination of three casks.”