The Scotch Whisky group Edrington is to rebrand The Famous Grouse brand, its flagship product, according to a report in Marketing.
The design of the second largest whisky brand in the UK, is expected to be modernised rather than revolutionised. It was last re-packaged five years ago.
It is thought the company has insisted on keeping the grouse as an integral part of the packaging.
The group has asked three design agencies to pitch for the project, including Design Bridge, Williams Murray Hamm and Pearlfisher.
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