The Black Grouse Scotch whisky, owned by Edrington Group and distributed by Maxxium UK, has received a packaging revamp following its launch last year.

The new bottle label and carton, which the Maxxium said today (10 July) will be phased in this month, has been developed to "enhance the brand's premium quality", and to distinguish it further from its parent brand, The Famous Grouse.

The company said it aims to secure listings in other major stockists, having initially only been available in Sainsbury's.

"Since its UK launch in 2008 The Black Grouse has performed extremely well against our expectations and has provided us with a strong base to build on for 2009," said Chris Anderson, Maxxium UK's marketing manager for The Black Grouse.

"We have presented The Black Grouse to a number of multiple grocer accounts with a very positive response and look to secure new listings in a number of these in September ahead of the key Christmas trading period."

The new packaging was launched in Sweden last December, and builds further on the "character and personality" of the bird, which now depicts a "new proud pose", the company said.