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Signet assist William Grant to target the “relatively untapped market” of “successful women in their 30s and 40s”…

William Grant & Sons has partnered with Lagardère Travel Retail to launch its new art deco-style blended Scotch whisky brand at Paris Charles de Gaulle (CDG) Airport.

Signet were delighted to be involved in the supplying of the bespoke charm for this exceptionally well designed and finished product that William Grant & Sons have launched.

Brian Kinsman, Master Blender said: “I am exceptionally pleased with the result – not only the individual whiskies themselves but also the way that they have been bottled and packaged to tell each individual story. I am proud to be part of it.”

At the launch dinner, William Grant & Sons said a key target market for House of Hazelwood would be “successful women in their 30s and 40s”, with its elegant packaging and perfume-style bottle created to appeal to this customer segment, “a relatively untapped” market for Scotch.

The range is intended to be “disruptive” within the Scotch category, and William Grant said House of Hazelwood would in the near future be positioned in the beauty section – and specifically among perfumes – at the Buy Paris Duty Free store and other locations.

In Paris, the promotional space will be centrally located within the section and the company said this positioning would be a first for a Scotch range. It envisages women buying House of Hazelwood on impulse in addition to a perfume purchase, whether as a gift for themselves or others.

The House of Hazelwood range will also be available in the drinks section of the store during this time, eventually migrating to a wall bay once the launch promotions end. To continue sales momentum at this point, the company said comprehensive staff training and customer engagement would be key factors.