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The Famous Grouse debuts Sherry Cask Finish in the UK

The Famous Grouse has unveiled a permanent edition to its portfolio — the Famous Grouse Sherry Cask Finish.

The Famous Grouse Sherry Cask Finish has been created with mixability in mind and the UK release follows the launch of the Famous Grouse’s ‘Full of Character’ global campaign. The campaign was designed to educate consumers on the accessibility and mixability of the liquid.

Marc Watson, the Famous Grouse’s master blender, has selected Speyside malts for a second maturation period in sherry-seasoned European oak casks, creating the expression’s sweet flavouring.

Watson commented: “This new, revived blend is finished in sherry casks seasoned in the region of Jerez, Spain. The aim was to create a blend that is slightly sweeter but still in keeping with the smooth and distinct DNA of classic Grouse.

Once the blend is in its final stages of maturation, which involves the meticulous combination of hand-selected malt and grain whiskies, the Famous Grouse master blender does not stop there; the full blend is married in ex-sherry casks further to enhance their sweet, rich, and smooth characters. The Sherry Cask Finish is a decadent blend of flavours, including chocolate, almonds, dried fruits, and sweet spices.”

Joakim Leijon, global brand director, added: “We are finding that consumers are actively expanding their blended whisky repertoire. The Famous Grouse continues to go from strength to strength by maintaining its position as the UK's number one whisky and number two Spirit brand. We are therefore perfectly positioned to drive further growth in the category through innovation and range development. The new Sherry Cask Finish will enable loyal consumers to expand their repertoire as well as introduce first time whisky drinkers to the Famous Grouse brand.”

The packaging of the Sherry Cask Finish takes inspiration from the Spanish female Capercaillie. The bird was chosen for its link to the product’s Spanish sherry heritage as well as its distinct orange and red plumage, mirroring the amber colouring of the liquid itself. Alongside its support for RSPB Scotland, The Famous Grouse plans to support further habitat protection projects focusing specifically on the Capercaillie.

The Famous Grouse Sherry Cask Finish (RRP £22) is available exclusively at Morrisons from May and available from other major retailers from September.

30 May 2024 - Alec McDonnell