A new premium packaged whisky drink is a radical addition to the portfolio of MaxxiumUK, formerly Highland Distillers.
Grouse Rush is a 5.4 per cent ABV blend of The Famous Grouse whisky and herbal extracts, which Maxxium will be using to introduce younger consumers to The Famous Grouse brand.
The new product is being tested in Scotland, where it is available in the on-trade only and will be distributed in pre-club bars, dance venues, nightclubs and university bars.
As well as the new PPS, Maxxium has unveiled several other new products as well as a new identity.
This identity is consistent with the logo of global parent company Maxxium Worldwide, which was established in August 1999 as a joint venture between Highland Distillers, Rémy Cointreau and Jim Beam Brands. Other additions to the portfolio include:
- The launch of The Famous Grouse Vintage Malt, which contains the finest 12-year-old malts used in the production of The Famous Grouse, including The Macallan and Highland Park.
- The Small Batch Bourbon Collection, described as "a group of exclusive, ultra-premium whiskeys hand-crafted in limited quantities and carefully matured for exceptional quality and flavour". This comprises Basil Hayden's, Booker's, Knob Creek and Baker's
- Rémy Martin VS Grand Cru, the only VS cognac from the major houses made with 100 per cent grapes from the Petite Champagne area
- Two new wines in the Faustino Rioja range.
Commenting on the launch of Maxxium UK, Paul Grimwood, managing director, said: "We now have a distinctive corporate identity which the trade can easily identify.
"Several new product developments, each answering a clearly-defined consumer need, have strengthened even further our range of premium spirits and wines so that we are a one-stop single contact point for the trade.
"We now have a new name, a new home in Stirling and a new team with the combined skills and experience of the Maxxium joint venture partners."