Exclusive - UK/SWEDEN: Edrington Group trials flavoured Famous Grouse variants

By | 31 May 2013

Click through to view the Citrus variant bottle

Click through to view the Citrus variant bottle

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The Edrington Group has completed what it describes as a “research exercise” with flavoured variants of The Famous Grouse blended Scotch whisky.

The Famous Grouse Citrus, Vanilla and Spice were tested in 1 litre packages at 35% abv through Swedish retailer Scanbolaget.com, retailing at SEK206 (US$ 31.16), just-drinks understands. 

The Famous Grouse Citrus is described as  "fresh and zesty infusion of lime, lemon, orange and The Famous Grouse”.  Interest in flavoured spirit drink variants of leading Scotch whisky brands has been stimulated by Bacardi’s recent launch of Dewar’s Highlander Honey.

Speaking exclusively to just-drinks today (31 May), Helen Potter, The Famous Grouse's innovation & development manager said: "The Famous Grouse is a brand that consistently seeks to innovate, developing new and interesting products designed to appeal to both our loyal customer base and new audiences.

"This flavour range was part of our on-going exploration into flavour development, and has allowed us to learn more about this particular innovation stream."

Asked about future plans for the variants, the company said it is "just a test" at this stage. 

Expert analysis

Whiskey in United Kingdom to 2016: Databook

Canadean’s, "Whiskey in United Kingdom to 2016: Databook" contains detailed historic and forecast Whiskey consumption analysis, segmented at a category level. It provides year on year growth figures for the different types of Whiskey available in United Kingdom, as well as volume data based on price segments and alcoholic strength. This report reviews the latest industry trends both for overall products as well as leading market players, which makes it an essential tool for companies active across the United Kingdom alcoholic drinks value chain and for new players considering entering the market.

Sectors: Spirits

Companies: Famous Grouse, Edrington, Bacardi

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Exclusive - UK/SWEDEN: Edrington Group trials flavoured Famous Grouse variants

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