Ginger Grouse – The Famous Grouse’s blend of ginger beer and whiskey – has unveiled a “distinctive” new packaging design in a bid to reinforce the brand’s heritage.
The new design features the iconic grouse bird in copper, taking cues from The Famous Grouse but retaining its own distinct identity. Its introduction follows a campaign launched earlier in the year on Facebook, which gave the brand’s subscribers the chance to choose its latest packaging design.
The new bottle is available from 7,400 off-trade retailers across the UK with a recommended retail price of £2.25 – as well as in more than 4,000 on-trade locations, beginning this month.
Johna Penman, marketing controller for Ginger Grouse distributor Maxxium, said: “The repack has created a much stronger link to the parent brand The Famous Grouse, helping to align Famous Ginger Grouse with the thriving Speers [spirits with beers] category, presenting an opportunity to tap into this growth whilst recruiting new consumers into blended scotch. Famous Ginger Grouse is a quality ready-to-drink product with whisky at its heart, offering a real point of difference and showcases the versatility of blended whisky. This takes The Famous Grouse into refreshing social occasions, as Famous Ginger Grouse is the perfect accompaniment to a summer barbecue.”
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