New name and look to be launched for The Black Grouse


The Famous Grouse Smoky Black

The Black Grouse – the peatier expression of The Famous Grouse – is to be relaunched with a new name and new look.

It will be rebranded as The Famous Grouse Smoky Black with premium new packaging that will ensure a more consistent look across the brand’s core portfolio.

The whisky will come in the brand’s new-look bottle shape finished with a tinted glass to convey the smokiness of the whisky it contains. It 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 at the heart of the label.

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, produced at the Glenturret Distillery in Perthshire – Scotland’s oldest working distillery and home to The Famous Grouse Experience.

At 40% ABV, it joins the core portfolio that was extended this summer with the launch of The Famous Grouse Mellow Gold, a blend of whiskies with a subtly sweeter, mellow flavour. The Famous Grouse Smoky Black’s recommended price in retail will be £20.07.

Master blender Gordon Motion said: “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.”

Johna Penman, marketing controller at distributor Maxxium UK, added: “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.”

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