This expansion builds on the success the brand has enjoyed since it launched into the UK in 2008, which has seen the brand grow by +18% in the last nine months.
The Black Grouse is being supported by a nationwide sampling campaign in 64 Sainsbury’s stores, combined with major train stations, to introduce the brand’s recommended serve of The Black Grouse and Coke – a ‘Black & Black’.
In a new partnership with the Royal Society for the Protection of Birds (RSPB), 50p from every bottle sold is being donated to a conservation campaign to save black grouse across the UK. To date, £30,000 has been generated for the charity through sales of the new whisky.
Victoria Jackson, Maxxium UK’s brand manager for The Black Grouse, said: “It’s been toasted by the critics, it’s flown off the shelves in other markets and after a successful launch in Sainsbury’s last year, it’s really starting to take off in the home market too.”
Source: Maxxium UK
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