The Black Grouse becomes The Famous Grouse Smoky Black
The Black Grouse will become The Famous Grouse Smoky Black
Edrington has lined up a revamp of its The Black Grouse Scotch whisky brand that includes a name change.
The Famous Grouse Smoky Black will initially be rolled out across all 15 of the expression's markets, which include the UK and US, Sweden, European Travel Retail and Taiwan. The change of name has been introduced to "ensure a consistent look and feel across the brand’s core portfolio which includes The Famous Grouse and The Famous Grouse Mellow Gold", the company said yesterday.
As well as the new name, the iteration will undergo a packaging upgrade, including a new look bottle that comprises tinted glass "to convey the smokiness of the whisky it contains".
John Penman, marketing controller at Maxxium UK, 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.”
In the UK, The Famous Grouse Smoky Black will retail at GBP20.07 (US$31).
In June, Edrington reported a 10% fall in profits as sales slipped by 2.4% in the 12 months to the end of March.
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