The Edrington Group has lined up a limited edition version of The Famous Grouse for the UK off-trade.

Maxxium UK, which handles the distribution of the Edrington-owned brand in the country, said today (24 September) that the limited bottling will be available in Asda and Makro supermarkets from this month.

Maxxium hopes that the limited edition pack will dispel the myth that blended Scotch is an old-fashioned spirit to be drunk straight on the rocks. The new shrink wrap features the Grouse emblem and the brands familiar red font. The white packaging also includes some alternative serving suggestions for consumers to try at home.

"This new packaging initiative is just the latest step to attract a new and younger audience to the brand and the category," said Lee Walker, Maxxium UK's brand manager for The Famous Grouse. "The eye catching white packaging ensures product stand out and is a simple and effective way of communicating a new message to consumers - explore and have fun with The Famous Grouse."

The bottle will retail at around GBP13.29 (US$26.87).