The Scotch whisky company Edrington today launched a high strength liqueur on the back of its The Famous Grouse brand.
The Famous Grouse Liqueur, produced in a 70cl bottle (abv 35%), will retail at £18.99 and is available in Tesco stores nationwide as well as J Sainsbury supermarket in Scotland.
Alisdair Cameron, brand manager, said: “There is a great opportunity for a newcomer to re-invigorate the category, which is ripe for a refreshing alternative. It needs fresh thinking to make this type of product more accessible, modern and appealing to a newer audience – we believe our new liqueur does that by stretching packaging conventions and getting rid of the stuffy image.
“We believe that The Famous Grouse brand is a major asset for this new extension – it has very strong quality credentials and is more relevant to consumers than many existing products. Our intention is to satisfy consumers’ need for different drinks for different occasions. The liqueur will draw new consumers into The Famous Grouse brand and take it into fresh markets,” said Cameron.
Edrington plans to target what is says are the high percentage of existing Famous Grouse consumers who also drink high strength liqueurs. “The new extension is a modern interpretation of a traditional liqueur; it’s an ‘easy-drinking’ experience but without the perceived ‘harsh’ attributes,” Cameron said.
The Famous Grouse Liqueur is the first new product launch by parent company Edrington where the newly-formed innovation team has worked in partnership with brand marketers to develop new drinks concepts.
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