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The Famous Grouse adds new premium blend and updates packaging

The Famous Grouse Mellow Gold is a new premium expression being added to company’s blended Scotch whisky range this month.

A blend of the finest scotch whiskies, matured in sherry and bourbon casks to deliver a smooth, well rounded whisky with subtly sweeter, mellow flavour, The Famous Grouse Mellow Gold is part of a redevelopment plan that will bring significant changes to the range.

This includes a repackaging of the parent brand The Famous Grouse. The new label design echoes the brands roots, but with a more contemporary twist, and with a new bottle shape, a more premium closure and metallised paper, the finished pack will deliver real standout for the brand.

Both initiatives are designed to capitalise on the growth in premium blended whisky and challenge perceptions around blended Scotch. The plan also includes significant changes to its smoky expression, The Black Grouse, which will be unveiled later this year.

Johna Penman, marketing controller at distributor Maxxium UK, said “the launch of The Famous Grouse Mellow Gold is an important step in the realisation of our new vision for The Famous Grouse portfolio. It has been carefully crafted to support our parent brand, The Famous Grouse, which enjoys the great accolade of being Scotland’s favourite whisky for over 30 years. Bringing a beautiful balance to the portfolio’s flavour profile, The Famous Grouse Mellow Gold joins The Black Grouse as another premium extension of the brand, further enhancing our quality message.

“The new look for The Famous Grouse has been developed in response to consumer demand for higher quality packaging. It will also further differentiate the brand from our competitors. The changes to our range will also extend to The Black Grouse which is set to be launched later this year.”

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