First Drinks, the UK division of William Grant & Sons, has been renamed William Grant & Sons UK. The announcement coincided with the company’s release of its annual report investigating the country’s Champagne and spirit markets.
Although the company name is changing, its legal status, office address and contracts with existing customers remain unaltered.
Speaking on the name change, Chris Mason First Drinks Managing Director becomes Managing Director of William Grant & Sons UK. He said, “This is an exciting time for our business as we take the next positive steps in our evolution. Becoming William Grant & Sons UK will allow us to benefit from the international footprint of our group, with its fine reputation as innovators and builders of premium, international brands.
“We are in a good position to drive long-term value for our outstanding portfolio of premium spirits by continued investment and strong working relationships with customers and our partners. This approach will enable us to deliver successful business solutions to our customers, to the benefit of their consumers.”
In the report on Champagne and spirits, William Grant & Sons suggest that their research suggests that consumers’ perception of value has evolved as the country emerges from the recession, with scarce and premium products enjoying increased interest as people seek extra added value in their drink of choice.
The report revealed that premium spirits can drive market growth, with an on-trade value increase of 13.7% over the past year. It also highlights the fact that there has been strong value growth in the malt whisky and spiced/flavoured rum categories. Rum’s versatility in cocktails being identified as a major contributor to the category’s success. Gin, according to the report, is also performing well, with premium gin growing at six and a half times the rate of standard gin.
The reports figures suggest that the on-trade remains in a state of flux, with less people visiting bars however when consumers are out, 79% of them consider drinking spirits. This has led to a 5.1% increase in growth within the spirit category. Spirits are the second largest drinks category in the on-trade, accounting for 18% of value sales.
The report also found that 38% of consumers use drinks menus merely to confirm their choice of drinks, while 77% would welcome bartender recommendations – a figure highlighted by William Grant & Sons UK as demonstrating the importance of staff training.
Gary Keogh, Marketing Director of William Grant & Sons UK, comments, “The market is more polarised than ever and it is premium brands which can really take advantage of this trend. Value can mean many things from functional benefits to packaging and personality, with brands such as Sailor Jerry and Hendrick’s really embracing and benefitting from the latter.”