The premium expression of Scotch whisky brand The Famous Grouse is set to be relaunched.
Distributor Maxxium UK has announced that its Black Grouse variant, which will now be called The Famous Grouse Smoky Black, will be given new premium packaging to ensure the full portfolio has a more consistent look. The move is also designed to cash in on the growth in premium blended whisky.
Like its predecessor, the Famous Grouse Smoky Black has a distinctive rich and smoky flavour from various peated malts, while the new blend also includes a rare peated version of The Glenturret Single Malt whisky. The enhanced variant also features the new look bottle shape finished with tinted glass.
Johna Penman, marketing controller, said: “We are excited to reveal the new look for The Famous Grouse Smoky Black, which completes the new core range within the Famous Grouse portfolio. We have invested significantly in the development plan, which is designed to enhance the brand’s premium credentials and capitalise on the consumer demand for premium packaging.”