William Grant & Sons

how we helped redefine a global family business.

This three year ‘part of the family’ project developing and launching William Grant & Sons global luxury program has been a source of immense pride and passion for all involved.

Business Reality:
We started with an open brief to help the business look at the Luxury spirits category differently. We helped to reframe, creating a new path that supported and celebrated the legacy and footprint of the extraordinary William Grant & Sons high end spirits portfolio.

People: A critical element of the brief was to grow knowledge, confidence and unique cultural differences required right across the business. From commercial to brand, from supply to finance, from China to Columbia and from the Executive Team to the Distributor Partners – we needed to create a tool that would be universally accessible and engaging.

The Adventure we’ve been on: Nailing the prep – Deep research of the family history.

Getting the foundations right, establishing clear principles and a rallying cry for the new way.

Illuminating a new path – Showing how everyone can be involved in delivering a new era of ‘Thoughtful Luxury’ for the next generation.

They are like a mentor - NOT someone who walks ahead of us to show how they did it. They walk alongside us to show US what WE can do.
Aude Villebrun | Global Head of Luxury Channel Development
Yellow is like your own personal business Sherpa, doing all the heavy lifting. Experts on the environment you are in, keeping up the morale & getting you to the top whichever change of direction you need to make.
Florian Mayer | Luxury Manager - EMEA

Highlights of the journey to date:

  • Working with the Family, the Board and Executive Team to create a 5-year journey
  • Hosting an innovative On Trade leadership workshop in Berlin
  • Designing and demonstrating the Global launch concept for Glenfiddich Grand Cru.
  • Developing the first ever virtual Luxury training programme and launching it globally, rolled out to 25 markets to date.