Maxxium UK, which distributes the brand for owner the Edrington Group, has announced that Black Grouse, a special blend of Grouse containing Islay malt, will appear in its own TV ad next month as part of wider marketing activity for the Famous Grouse brand.
The new ad will hit screens on December 5 carrying the strapline ‘a touch of brilliance’ and a twist on the established Famous Grouse theme tune.
Christmas 2011 also marks the first festive season for Famous Grouse whiskies The Snow Grouse and The Naked Grouse, which were both introduced in the summer.
The Snow Grouse is a blended grain whisky specially created to be served straight from the freezer, while The Naked Grouse is a blend of two single malt whiskies: Highland Park and The Macallan. Over the festive season The Snow Grouse will be packaged with neck hangers that provide consumers and bartenders with guidance on how to serve the whisky, as well as information on the grouse bird itself.
Maxxium is also distributing limited edition gift cartons for flagship whisky The Famous Grouse: 250,000 packs have been distributed to cash and carries and multiple grocers.
“The new carton has been developed to reflect The Famous Grouse’s premium quality and to command increased standout for the brand on shelf,” said Chris Anderson of Maxxium UK.
This Christmas also sees the launch of The Ginger Grouse pre-mix cans.
The 250ml can (ABV 6%) contains a mix of Famous Grouse and ginger beer. The new flavour joins established pre-mix can Famous Grouse and Cola.
Maxxium has also introduced a festive gift carton for another of its whisky blends, Teacher’s. The 70cl carton will be available over the festive season, priced £12.49, and will also be distributed in price-marked packs.
“Teacher’s is one of the only blends to be in a gift carton this Christmas, which will provide an enhanced on-shelf presence, and appeal to consumers looking for a premium and authentic blend this festive season,” said Peter Sandstrom, marketing director at Maxxium UK.