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The Famous Grouse rebrands its Black Grouse

The Famous Grouse blended Scotch whisky, distributed by Maxxium UK, has announced its premium expression, The Black Grouse, will undergo a full rebrand and is to be relaunched as The Famous Grouse Smoky Black.

The new name and premiumised packaging will ensure a consistent look and feel across the brand’s core portfolio which includes The Famous Grouse and The Famous Grouse Mellow Gold. It will also capitalise on the growth in premium blended whisky and help to challenge perceptions around blended Scotch.

The Famous Grouse Smoky Black delivers the same distinctive rich and smoky flavour as The Black Grouse, achieved by introducing more peated malts into the blend. This includes a rare peated version of The Glenturret Single Malt whisky, which has been carefully handcrafted using traditional methods at Scotland’s oldest working distillery – the Glenturret Distillery in Perthshire.

The Famous Grouse Smoky Black features the brand’s new look bottle shape finished with a tinted glass to convey the smokiness of the whisky it contains. The bottle features a more premium closure with a flash of red on the cap to echo the black grouse bird’s distinctive red wattle. A new drawing of the black grouse bird with a metallic finish stands proudly at the heart of the label. 

London based Soho Square design agency were responsible for developing the new packaging for both The Famous Grouse Smoky Black and The Famous Grouse Mellow Gold.

Johna Penman, marketing controller at Maxxium UK, says: “We are excited to reveal the new look for The Famous Grouse Smoky Black which completes the new core range within The Famous Grouse portfolio. We have invested significantly in the development plan which is designed to enhance the brand’s premium credentials and capitalise on the consumer demand for premium packaging.”

Gordon Motion, Master Blender described the premium blend: “The Famous Grouse Smoky Black has been blended to deliver the same flavour profile our consumers enjoyed in The Black Grouse, enhanced with the exceptional peated Glenturret Single Malt.”

The Famous Grouse Smoky Black will be available in major retailers from September 2015 with an RRP of £20.07.

16 September 2015 - Felicity Murray The Drinks Report, editor