114 | drinks yearbook Industry voice William Grant & Sons Jason Keetels Head of sales – Independents and On-Trade 2012 was our second year of trading as a standalone organisation in Australia. On many levels we now have the opportunity to reflect back on many successes. Firstly as a young company we have developed our own unique culture which thrives on “being better” and “being pioneering”. This really orchestrates the William Grant & Sons way doing business. It’s a great place to be when you can look back on another successful trading year and really understanding how everyone in the team has been able to “add value” in their own individual way to our overall result. In any organisation it is great people, great products and strong long term customer relationships that ensure your level of success into the future and this is something that we do well. 2012 saw some amazing momentum of various brands which we launched midway through the previous year. Sailor jerry spiced rum being one of those which has continued to delight consumers with its unique brand proposition and memorable vanilla and caramel finishing notes. Our Monkey Shoulder Triple Malt Whisky has also found its supporters as well through it’s incredibly smooth and high quality liquid at a very competitive price. Other brands which have been part of our portfolio now for some time have continued to perform strongly and at times completely defied category trends such as grants family reserve whisky, Glenfiddich and Hendrick’s Gin. The later part of 2012 also saw the launch of our Milagro Tequila range which is certainly growing in popularity on the back of its eye catching pack design and high quality liquid. An important part of our “go to market” strategy is providing retailers with added value offerings, a way they can reward their consumers. Some examples of this have been grants with bonus whisky glass, Glenfiddich bonus cufflinks / scotch rocks packs and Hendrick’s fit for tea packs which have been taken on board by our trade partners very positively. On the back of some strong brand successes, we have found the trade “across the spectrum” to be very supportive of our organisation and our plans for further growth. In comparison to our key competitors we are much smaller and still enjoy being a family owned organisation, which does come some constraints that our bigger competitors don’t need to consider. In saying that, we punch well above our weight and have the “complete package” to support our customers with. Bring on 2013!!
drinks yearbook 2012
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