Scotch whisky brand The Famous Grouse has announced that a new premium expression with “a subtly sweeter, mellow flavour” will be added to its core portfolio.
The 40% ABV Famous Grouse Mellow Gold is a blend of the finest Scotch whiskies, matured in sherry and bourbon casks to deliver a smooth and well rounded whisky. It is packaged in 70cl bottles and will be released this month.
Its introduction forms part of an ambitious redevelopment plan that will bring significant changes to the extended Famous Grouse range, distributor Maxxium UK revealed. The packaging design for The Famous Grouse parent brand will be updated with a new label design that echoes the its roots, supported by a more premium closure and metallised paper that will combine to deliver genuine standout for the brand.
There will also be changes announced for The Black Grouse – the brand’s smoky expression – which will be unveiled later in the year. Both initiatives are designed to capitalise on growth in the premium blended whisky category and challenge perceptions around blended Scotch.
Maxxium UK marketing controller Johna Penman 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 Famous Grouse master blender Gordon Motion added: “In Mellow Gold we’ve carefully selected a particular combination of casks to enhance our softer flavour. As with all Famous Grouse expressions, we’ve used sherry and bourbon-seasoned casks – but for Mellow Gold we’ve used a touch more sherry casks than usual.
“The effect is a smooth, well rounded whisky with added complexity of vanilla and subtly sweet spice to create a gentle, velvety dram. Mellow Gold is a delicious achievement – and a subtle, smooth indulgence to be savoured.”
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