Edrington has quelled reports that it is repositioning its Famous Grouse brand.

Speaking to just-drinks today (20 August) a spokesperson for Famous Grouse played down suggestions that it is repositioning the Edrington Group-owned Scotch. The company said that the introduction of its new Islay malt blend, Black Grouse is "simply a new launch, there is absolutely no repositioning of the Famous Grouse brand."

The Black Grouse, which launched in Sweden this April, will begin to roll out to other markets including Norway and Benelux in the coming weeks.

"We have not said that Black Grouse will be rolled out in the UK and there are no current plans to either," said the spokesperson, "the markets in which the brand is being rolled out to have not yet been finalised." 

The company, which also owns The Macallan brand, recently posted that sales in the 12 months to the end of March were up by 5.7% year-on-year to GBP278.5m (US$561m). Pre-tax profits also rose, by 6.8% to GBP68.9m.