Click through to see The Ginger Grouse

Click through to see The Ginger Grouse

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The UK arm of Maxxium has lined up a trial for a pre-mix of The Edrington Group's The Famous Grouse Scotch whisky with ginger beer in the on-trade in Scotland.

The sales and marketing company, which is a joint venture between Edrington and Beam Global Spirits & Wine, confirmed earlier today (4 March) that the trial of 'The Ginger Grouse' began this week in nine bars in Edinburgh and Glasgow, and is “part of a new drive to widen the appeal of whisky to both male and female audiences”.

The participating bars have been supplied with a branded bar tap as well as glasses and test kegs that have been designed specifically for the five-week run.

“This is an innovation which allows us … to see The Famous Grouse displayed and served from the front of bar,” said Jim Grierson, Maxxium UK's on-trade sales director. “By using existing dispense technology we are making this as convenient as possible for the on-trade to introduce, and we look forward to receiving feedback from the bars involved in the trial in April.”

The bars trialing the pre-mix are:

  • Tiki Bar and Kitsch Inn - 214 Bath St, Glasgow
  • Campus - 396 Sauchiehall Street, Glasgow
  • Iron Horse - 115 West Nile Street, Glasgow
  • The Horse Shoe Bar - 19 Drury Street, Glasgow
  • Parkville - 296 Glasgow Road, Blantyre
  • Log Cabin - 32-34 Bredisholm Road, Baillieston, Glasgow
  • KoKo - 32-34 Potterrow Newington Edinburgh
  • The Thistle Street Bar - 39 Thistle Street, Edinburgh
  • Mathers - Queensferry St, Edinburgh