INDIA: Edrington launches Black Grouse in India

By just-drinks.com editorial team | 8 October 2009

The Edrington Group has launched its Black Grouse whisky in India.

The Black Grouse will initially be available in Delhi, with launches in other cities to follow, the company said today (8 October).

Derek Brown, brand heritage director for The Famous Grouse said the whisky is a "welcome addition" to The Famous Grouse range.

"We are seeing a trend towards fuller flavoured whiskies and we feel The Black Grouse delivers this on all levels. It will give drinkers keen to embrace a stronger peated whisky the opportunity to try this from a trusted premium brand," he added.

The Black Grouse comes in a 1 litre bottle and is priced at INR2,250 (US$48.51).

Launching The Black Grouse, Paramjit Singh, director - India and area countries, said: "The Indian consumers have an affinity towards smoky and peated whisky. The Black Grouse will appeal to their palettes and we are certain that it will be both enjoyed and appreciated."

Last month The Edrington Group launched a limited edition carton for its Famous Grouse Scotch whisky brand in the run-up to Christmas.

Just over 120,000 cartons will be created and predominantly distributed in the UK, South Africa, Russia and Portugal.

Sectors: Spirits

Companies: Edrington, Famous Grouse