The Famous Grouse have announced its premium expression the black grouse will undergo a full rebrand and is to be relaunched as The Famous Grouse smoky black.
The new name and packaging aims to ensure a consistent look and feel across the brand’s core portfolio which includes The Famous Grouse and The Famous Grouse mellow gold.
The Famous Grouse smoky black delivers the same rich and smoky flavour as The Black Grouse, achieved by introducing more peated malts into the blend.
Smoky black will feature the brand’s new look bottle shape finished with tinted glass to convey the smokiness of the whisky it contains. With a new drawing of the black grouse bird with a metallic finish on the label.
Johna Penman marketing controller at distributor Maxxium UK said: “We are excited to reveal the new look for The Famous Grouse smoky black which completes the new core range within The Famous Grouse portfolio. We have invested significantly in the development plan which is designed to enhance the brand’s premium credentials and capitalise on the consumer demand for premium packaging.”
The Famous Grouse Smoky Black is available in major retailers with a recommended retail price of £20.07.
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