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Famous Grouse continues to evolve



Famous Grouse continues to evolve with the times

The Famous Grouse blended Scotch whisky has had a complete packaging update. The new design, which will be phased in this summer, marks the start of a new campaign for the brand in the UK backed by significant investment from Maxxium UK.

Building on the Famous for a Reason theme first communicated in the Christmas TV advertising campaign at the end of last year, the new activity is timed to launch over the summer to support both the on and off trade.

Design agency Lewis Moberly has developed the packaging to reflect the quality of the Scotch whicsky and to give the brand’s much-loved icon, the red grouse, a more prominent feature on the label. The larger label will command increased standout for the brand, and once again, Rodger McPhail, one of Britain’s most talented wildlife artists, drew the new image of the bird set against a Scottish landscape.

Chris Anderson, marketing manager, Maxxium UK commented: “The new packaging will deliver added stand-out both in bar and on shelf for The Famous Grouse, with the brand icon, the red grouse, becoming the real hero of the pack.”

Over its 114 year history, The Famous Grouse has constantly updated and reinvigorated its packaging to suit the time, and every bottle has featured its famous red grouse.  

About The Famous Grouse
The Famous Grouse is exported to over 100 countries. Created in 1896 by founder Matthew Gloag, it was originally called The Grouse Brand. The brand became so popular that on August 12th 1905 it was renamed The Famous Grouse.

The Famous Grouse Experience is located at Scotland’s oldest working distillery – Glenturret. Originally established as a single malt distillery in 1775 and is reportedly the top most visited.

About Maxxium
Maxxium UK Ltd is part of the global sales and distribution alliance between Beam Global Spirits & Wine Inc and The Edrington Group. Its UK portfolio of premium brands includes: blended Scotch (The Famous Grouse and Teacher’s), malt whisky (Highland Park, Laphroaig, The Macallan, The Glenrothes and Ardmore), imported whiskey (Jim Beam, Maker’s Mark, Knob Creek, Canadian Club, Tullamore Dew), cognac and brandy (Courvoisier and Fundador), sherry (Harveys), port (Cockburn’s), vodka (Stolichnaya), tequila (Sauza), rum (Brugal and Cruzan), liqueurs and specialities (Sourz, Bols liqueurs, Galliano, Vaccari, After Shock, Carolans and Irish Mist)  

About Rodger McPhail
Rodger McPhail is widely known as one of Britain’s most outstanding wildlife and sporting artists of our generation. His work is sought after internationally. Rodger McPhail was born in Westhoughton, Lancashire in 1953. Rodger studied at the Coventry Art College at Lancaster Polytechnic for one year before being accepted at Liverpool Art College in 1972.

Shooting Times started illustrating Rodger's work when he was only 16 years old and by the time he was 19 he already had a painting published on the front cover - the first of many over the years. Since then his work has also been featured in a succession of other magazine articles, including, Country Life, The Field, and Country Illustrated. Rodger has been commissioned to paint for numerous owners of some of the world's biggest estates.

Other commissions include his painting for the label on 'The Famous Grouse' whisky.

His work has illustrated many books and he has published three hugely popular books of his own, 'Open Season', 'Fishing Season' and 'Artist, Naturalist, Sportsman'. Rodger has had a long and successful association with the Tyron Gallery, 7 Bury Street, St. James's, London, SW1Y 6AL, where he has staged a number of solo exhibitions.


1 June 2010 - Felicity Murray