Owning a blended whisky brand is like planting £1 coins and coming back 10 years later to find £50 notes. Once you blend it, you get a high-volume, high-margin product with global potential.
The challenge is that brands such as Johnnie Walker and Chivas Regal already define the market, so to stake a claim, brands need real standout. And everything about this redesign suggests a brand preparing to get serious about the opportunity.
LFH has done its homework and kept Grant's' most interesting bit, the iconic triangular bottle. With a statement like this, you then want to keep it simple, clean and balanced to appeal to both mature and emerging markets.
You need symbolic masculine appeal, which by raising the bottle's shoulders, implies a fresh muscle-flexing attitude. You need some colour to distinguish the variants while retaining overall brand cohesion. LFH's done that too. You must eulogise your history, but be prepared to cull it to look contemporary. Losing the William Grant picture instantly makes this a brand not a person, while the date stamp eloquently states heritage and quality.
Above all, it's got to look expensive, and not out of place on the bar next to your brand-new Audi A8 keys, which it does with a nice thick gold band and a small, but importantly positioned coat of arms on the label - this redesign is bang on.