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The Famous Grouse rebrands its Black whisky


The Famous Grouse has rebranded its peated Black Grouse variant as part of a new strategy to develop a core portfolio for the blend.

The Famous Grouse's core range
The Famous Grouse's core range: Smoky Black, original, and Mellow Gold.

Now named The Famous Grouse Smoky Black, the blend features more peated malts, including a peated version of Glenturret, but according to owner Edrington still retains a ‘rich and smoky’ flavour.

The relaunch of the expression swiftly follows the introduction of The Famous Grouse Mellow Gold, which with along with the brand’s flagship blend, creates the core range.

Mellow Gold is a blend of whiskies matured in ex-Sherry and Bourbon casks for a sweet and smooth flavour designed to appeal to new Scotch whisky consumers [Read Dave Broom's tasting notes of Mellow Gold here].

Collectively the three expressions feature the new premiumised design for The Famous Grouse, which includes a new bottle shape, more premium closure and metallic paper.

Johna Penman, marketing controller at distributor Maxxium UK, said the update is part of a brand mission to ‘challenge perceptions around blended Scotch’.

‘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,’ she said.

‘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.’

The Famous Grouse Smoky Black is priced around £20 for a 700ml bottle, while Mellow Gold is available for £22. In comparison, The Famous Grouse retails for around £17 per bottle.

The range continues to be complemented by The Naked Grouse, Black Grouse Alpha, plus the 16- and 40-year-old expressions.

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