Alternate Sound, Maze x Mxtreme, and Handi x Wanni have been appointed as the new ambassadors for Grant, a premium blended scotch whisky brand renowned for its rich heritage and identity.
Blended Scotch whisky brand, Grant’s, has recruited three music groups as its new brand ambassadors as part of its Crew Nights campaign.Grant’s Whisky unveiled its brand ambassadors, including the
musical band Alternate Sound, and two duos consisting of Maze x Mxtreme, and
Handi x Wanni at the company’s Ledrop Nigeria Corporate Office in Lekki,
Lagos, on Wednesday.
In a statement, the Scotch whisky brand described the brand
ambassadors as embodying the spirit of excellence, togetherness and creating
memorable experiences.
“The new brand ambassadors are not only celebrated in their
respective fields but are also passionate whisky enthusiasts, making them ideal
advocates for the brand,” it stated.
Grant’s Whisky said it chose Alternate Sound, a musical band
known for using advanced technology to deliver high-quality live band
experience and regarded for their work with stellar dossiers of artists on both
local and international stages.
According to the brand, the two musical duos, Maze and
Mxtreme, who make electronic music, are known for performing as disc jockeys
and Wanni and Handi, a disc jockey act of twin sisters known for their
energetic performances.
Grants noted that it looked forward to working with its new
ambassadors on its Grant’s Crew Nights campaign, which it referred to as “an
initiative promoting the spirit of togetherness and fostering communal
experiences”.
The Grant’s Whisky, made by Scotland-based firm, William
Grant and Sons, is reportedly one of the highest-selling scotch whiskeys in the
world and a major player in Nigeria’s whisky market, which was projected to
reach $83.85m in 2024 by a global market research company, Williams &
Marshall Strategy.
The Williams & Marshall Strategy 2023 report stated that
the Nigerian whisky market would grow annually by 11.80 per cent between 2019
and 2024.
The report also estimated that in Nigeria by 2027, the
whisky market volume is expected to reach 9.89 million litres.
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