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William Grant & Sons enlists Margaret to push ‘innovation’ products into global drinks market

William Grant & Sons, producer of Hendricks gin and Sailor Jerry rum, has appointed creative agency Margaret to handle creative for its ‘innovation portfolio’.

The brands include Reyka vodka, Solerno liqueur, Hudson whiskey, Milagro tequila and a new whisky portfolio including Girvan Patent Still, Gordon Highlanders, Kininvie and Rare Cask reserves.

Damien Heary, planning and innovation director at William Grant & Sons commented: "Fundamental to any new innovation from William Grant & Sons is combining incredible liquids with ideas that are exciting, compelling & highly different. Whether that's creating a new category in aged Single Grain whisky like we have done with the Girvan Patent Still, delivering small batch craft to the vodka category with our premium craft Icelandic Vodka Reyka, or launching our most reclusive treasure - Kininvie Single Malt whisky – to malt enthusiasts in Taiwan.

"We seek to bring this philosophy to life not only in the creation of these brands but in the way we bring them to life for consumers and that was the central attribute we were looking for when we chose Margaret as our Global PR partner.”

The agency will be responsible for helping to develop creative ideas that will build the portfolio in global markets.

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