Packing update for The Famous Grouse

Packing update for The Famous Grouse

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The Edrington Group has lined up a packaging revamp for its The Famous Grouse blended Scotch whisky brand in the UK.

The redesign, which will be phased in from June, marks the start of a new campaign for the brand in the UK, backed by what Edrington's sales and marketing JV, Maxxium, described as being “significant” investment.

“The new packaging will deliver added stand-out both in bar and on shelf for The Famous Grouse, with the brand icon, the red grouse, becoming the real hero of the pack,” said Chris Anderson, Maxxium UK's marketing manager.

“The launch of this refreshed packaging marks the start of an intensive year-long campaign, which will communicate the Famous for a Reason message, and drive increased consumer demand for the brand in both the on- and off-trade.”

Back in April, Maxxium confirmed it would take on the distribution of the Scotch whisky brand Cutty Sark, which Edrington acquired in February.

Maxxium is a joint venture between Edrington and Beam Global Spirits & Wine.