The Black Grouse Scotch whisky, owned by Edrington Group and distributed by Maxxium UK, is to be the subject of a marketing campaign in the UK.

'Winter Grouse Season' is expected to be the highest investment in marketing activity for the company, Edrington Group said today (5 November), and will support the brands from St Andrew's Day later this month through to the Six Nations rugby tournament in February.

Both The Famous Grouse and The Black Grouse brands will benefit from media spend which will include TV and online advertising, as well as the first cinema advert for The Black Grouse.

Linda Sooprayen, brand manager for Maxxium UK, said: "The Winter Grouse Season is the largest, most comprehensive package we have ever announced to show our commitment to supporting the trade. We want to extend the key sales period around Christmas to help our stockists through the current challenging climate."

St Andrew's Day will be celebrated with a campaign taking place across the central belt of Scotland in November with commuters through the train stations Edinburgh Waverly and Glasgow Central being directed to participating venues.

A promotional mechanic will also offer consumers the chance to redeem a Famous Grouse scarf.

For the cash & carry and convenience sector, Maxxium will also be distributing The Famous Grouse gift box.

Last month The Edrington Group launched its Black Grouse whisky in India. The Black Grouse will initially be available in Delhi, with launches in other cities to follow.