The campaign features two new television adverts celebrating the brand's icon with the aim of reaching 40m adult consumers between October and December.
In contrast to traditional adverts for the brand, the grouse now appears in its natural Highland setting.
The new TV adverts will communicate ‘perfectly balanced’ and ‘smooth’ – two key characteristics of The Famous Grouse – to its audience.
The ‘Perfectly Balanced’ advert aired for the first time on 17 October on various TV channels and video on demand with the second advert set to air in November.
The Famous Grouse marketing controller Johna Penman said: “Christmas is always a key season for The Famous Grouse but this year will be even bigger and better.
"We’ve invested a significant amount in this festive season and it’ll be the first time we’ve run two new adverts for The Famous Grouse in rotation.
"The new campaign heroes our much-loved icon, who can now be seen enjoying life in his natural habitat while retaining his playful sense of humour.
“By underpinning our quality offering and iconic grouse, we are determined to come out on top and win this Christmas. We’re confident this new campaign will deliver.”