Maxxium UK has lined up an on-trade campaign for the Edrington Group's Famous Grouse Scotch whisky brand in the UK.

The distribution, sales and marketing company, jointly-owned by Edrington and Beam Global Spirits & Wine, will back 'The Famous Grouse Famous 100' with “significant investment”, it said today (10 September). The campaign invites landlords and pub-goers around the UK to nominate a pub and explain what “makes it famous”.

One hundred pubs will be chosen, with each receiving a personalised limited edition plaque to honour this achievement, and feature in a special supplement that will run in The Sunday Telegraph.

“We have launched the Famous 100 to pay tribute to the fantastic pubs we have in the UK,” said Linda Sooprayen, brand manager for The Famous Grouse at Maxxium UK. “Publicans have long been supportive of our fame and we wanted to do something to celebrate theirs.”

Nominations can be made here, with a closing date set for 31 October.