Famous Grouse expands in attempt to kick-start market

- Last updated on GMT

Related tags: Famous grouse, Whisky, Scotch whisky, Malt

The Famous Grouse blended whisky brand has been expanded with the introduction of two wood-finished varietals in an attempt to kick-start a stagnant...

The Famous Grouse blended whisky brand has been expanded with the introduction of two wood-finished varietals in an attempt to kick-start a stagnant blended whisky market.

The Famous Grouse Islay Cask Finish and The Famous Grouse Port Wood Finish have been introduced by Highland Distillers just weeks after First Drinks Brands introduced two cask-finish whiskies under the Grant's label.

Maturing whiskies in wooden casks has traditionally been a process confined to single malts. However, as the blended whisky sector continues to struggle, brands have turned to wood finishes as a much needed source of innovation.

Chris Anderson, senior marketing manager of Maxxium UK, distributor of The Famous Grouse brand, said: "There is a consumer stance of being either a malt or a blend drinker, plus a mystique and perceived complexity of whisky that makes people wary of trading between different brands and categories.

"With wood finishes having already proved popular with some malt brands, we anticipate malt consumers to experiment with these new finishes as well, helping to grow both the blended market in general and our own market share."

New TV adverts featuring the iconic grouse, part of a £3m campaign, have also been unveiled for the mother brand.

Related topics: Spirits & Cocktails

Property of the week

The Lower Chequer

- Tenancy

The Lower Chequer is tucked down Crown Bank in the quaint town of Sandbach, a thriving market town most well-known for its ancient Saxon Crosses...

Follow us

Pub Trade Guides

View more

Headlines