A new premium expression is set to be introduced for The Famous Grouse, with a blend of whiskies to give it a subtly sweeter, mellow flavour.
The Famous Grouse Mellow Gold, at 40% ABV, is being added to the core portfolio this month as part of an ambitious redevelopment plan that promises to bring “significant changes” to the range.
The new blend features a mix of different scotches matured in sherry and bourbon casks as with the parent brand but with a little more whisky from ex-sherry casks. In retail, it will sell for £22.
Other changes for the brand include a new pack for The Famous Grouse, featuring a new label design that echoes the brand’s roots but with a more contemporary twist. Combined with a new-look bottle shape, a more premium closure and metallised paper, it aims to deliver real stand-out for the brand.
Both initiatives are designed to capitalise on the growth in premium blended whisky and challenge perceptions around blended scotch. The plans also include significant changes to its smoky expression, The Black Grouse, which will be unveiled later this year.
Johna Penman, marketing controller at distributor Maxxium UK, said: “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 and will further differentiate the brand from our competitors.”
Master blender Gordon Motion, who created the new blend, said: “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.”