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In this episode of The Speed of Culture podcast, Suzy founder and host Matt Britton sits down with Paul Basford, U.S. president and managing director of William Grant & Sons. Basford shares insights into driving growth, navigating shifts in consumer behavior, and embracing premiumization across William Grant’s portfolio of high-end spirits.
William Grant & Sons is a global leader in the premium spirits industry, boasting a rich heritage with iconic brands such as Glenfiddich, Hendrick’s Gin, and Tullamore Dew. As consumer preferences evolve, maintaining cultural relevance while preserving the history and quality of these premium products has never been more crucial.
“Hendrick’s is far from conventional,” Basford says on the podcast. “Every year, we introduce a limited-edition flavor that’s collectible. It’s one of the ways we keep the brand fresh and engaging, despite being around for decades.”
Basford brings decades of experience in the beverage industry. Before joining William Grant & Sons, he held leadership positions at other beverage giants like Diageo, driving success across different categories. His strategic leadership has propelled William Grant’s brands to new heights, making him a respected figure in both the spirits industry and broader business landscape.
Listen to Paul Basford on the Speed of Culture podcast and gain insights into evolving consumer trends and the strategies driving growth in the premium spirits industry.
Key takeaways:
01:30-06:30 Growth On- and Off-Premise — Paul emphasizes William Grant & Sons’ strategic balance between on-premise (bars and restaurants) and off-premise (retail) sales. During the pandemic, when bars and restaurants were closed, the company shifted its focus toward off-premise sales. Now, as bars reopen, the company is reinvesting in the on-premise space, recognizing its importance for building brand experiences. While retail channels still drive significant revenue, the dual focus allows William Grant & Sons to leverage both avenues for growth.
06:35-13:00 Driving Innovation in Premium Spirits — Hendrick’s Gin has set itself apart in the crowded spirits market through continuous innovation, a key element in its ongoing success. Paul highlights the “Cabinet of Curiosities” series, where Hendrick’s releases limited-edition flavors annually. These releases, such as this year’s Grand Cabaret, which features stone fruit undertones, keep the brand relevant by providing consumers with new and exciting offerings. By creating anticipation for these limited releases, Hendrick’s has maintained a loyal following and continued to capture consumer interest, showcasing the power of innovation in product development.
13:10-18:30 Tequila’s Rise: Experimentation and Celebrity Influence — Consumer behavior shifted during the pandemic, with more people experimenting with tequila at home. Milagro Tequila became a top-performing brand for William Grant & Sons, as consumers started replacing vodka with tequila in popular cocktails. This trend was amplified by the influence of celebrities like The Rock and George Clooney, who helped elevate tequila’s cultural presence. Even after the pandemic, tequila continues to grow.
18:35-23:30 The Role of Packaging — Packaging plays a critical role in differentiating premium spirits, and Hendrick’s Gin’s distinctive apothecary-style bottle is a prime example. Paul explains that the quirky, Victorian-inspired design of Hendrick’s not only reinforces the brand’s story but also serves as a powerful marketing tool, instantly recognizable to consumers. This attention to packaging helps Hendrick’s stand out on store shelves and becomes part of the consumer experience.
23:40-29:00 Catering to Gen Z: Quality and Responsibility — Gen Z is drinking less alcohol than previous generations, but when they do consume alcohol, they prioritize premium quality over quantity. Paul emphasizes that William Grant & Sons has adapted to this trend by promoting the premium aspects of their spirits and researching non-alcoholic alternatives. By aligning its messaging around quality, transparency, and responsible consumption, the company aims to appeal to Gen Z’s values. Exploring non-alcoholic alternatives can also provide a competitive edge as consumer preferences shift.
