UK: The Black Grouse launches in the UK

By just-drinks.com editorial team | 28 May 2008

The Famous Grouse is launching its Swedish best seller The Black Grouse in the UK from June, the company said today (28 May).

The whisky is designed to attract "blended Scotch drinkers looking for a dram with a more challenging taste," and marries the "smoothness" of The Famous Grouse with the "aromatic peatiness" of an Islay Malt.

The Black Grouse will have a RRP of GBP15.49 and in partnership with the Royal Society for the Protection of Birds (RSPB), GBP0.50 from every bottle sold is being donated to a conservation campaign to save black grouse across the UK.

"The launch of The Black Grouse in the UK not only marks an exciting brand extension for the Famous Grouse, but thanks to our partnership with the RSPB we are helping to stem the decline of its feathered namesake, the black grouse," said Lee Walker, Maxxium UK's brand manager for The Black Grouse.

The Black Grouse's partnership with the RSPB is offering consumers a way of "securing the future of this iconic bird," the company said.

Sectors: Spirits

Companies: The Famous Grouse, Maxxium