The Famous Grouse range to see changes

The Famous Grouse Mellow Gold (40% abv, 70cl) is a new premium expression being added to The Famous Grouse blended Scotch whisky range this month.

Master blender Gordon Motion says he has blended the finest scotch whiskies, matured in sherry and bourbon casks to deliver a smooth, well rounded whisky with subtly sweeter, mellow flavour.

The launch of The Famous Grouse Mellow Gold is part of a redevelopment plan that will bring significant changes to the range. This includes a repackaging of the parent brand The Famous Grouse. The new label design echoes the brands roots, but with a more contemporary twist, and with a new bottle shape, a more premium closure and metallised paper, the finished pack will deliver real standout for the brand.

Both initiatives are designed to capitalise on the growth in premium blended whisky and challenge perceptions around blended Scotch. The plan also includes significant changes to its smoky expression, The Black Grouse, which will be unveiled later this year. 

Johna Penman, marketing controller at distributor Maxxium UK, says: “The launch of The Famous Grouse Mellow Gold is an important step in the realisation of our new vision for The Famous Grouse portfolio. It has been carefully crafted to support our parent brand, The Famous Grouse, which enjoys the great accolade of being Scotland’s favourite whisky for over 30 years. Bringing a beautiful balance to the portfolio’s flavour profile, The Famous Grouse Mellow Gold joins The Black Grouse as another premium extension of the brand, further enhancing our quality message.

“The Famous Grouse Mellow Gold is a great example of the nuances of the master blender’s art to create a fantastic, versatile liquid that tastes great neat or served long, over ice with lemonade and a slice of orange.”

“The new look for The Famous Grouse has been developed in response to consumer demand for higher quality packaging. It will also further differentiate the brand from our competitors. The changes to our range will also extend to The Black Grouse which is set to be launched later this year.”

Gordon Motion, master blender describes his new premium blend: “In Mellow Gold we’ve carefully selected a particular combination of casks to enhance our softer flavour.  As with all Famous Grouse expressions, we’ve used sherry and bourbon-seasoned casks – but for Mellow Gold we’ve used a touch more sherry casks than usual.

“The effect is a smooth, well rounded whisky with added complexity of vanilla and subtly-sweet spice to create a gentle, velvety dram. Mellow Gold is a delicious achievement – and a subtle, smooth indulgence to be savoured.”

The Famous Grouse Mellow Gold will be available from Maxxium UK from July at an RRP of £22.

16 July 2015 - Felicity Murray The Drinks Report, editor