Ginger Grouse, which took its bow at Fringe venue The Pleasance in Edinburgh last week, is the first whisky-based ginger beer to hit the market.
It aims to combine the strength of The Famous Grouse brand name while delivering a refreshing drink to younger adult consumers.
Ginger Grouse was originally a cocktail devised by Maxxium, combining TFG blend with ginger beer and fresh lime. A pre-mixed version was trialled on draught and in cans last year, but the ginger beer now being launched is an entirely new formulation.
Recommended served in a pint glass over ice with lime, Maxxium says the 4% ABV drink blends “a splash of whisky with the tangy taste of ginger and zingy citrus”.
Speaking at The Pleasance, Mark Riley, sales director off-trade at Maxxium UK, said Ginger Grouse was “a category first and a first for The Famous Grouse brand”.
And he pledged the drink would be supported by a “unique on-trade font”.
The product will be available in Scotland from early October with the “best on-trade outlets lined up as stockists”.
Some 500 outlets have been lined up to stock it in bottle format and 25 bars in Aberdeen, Edinburgh and Glasgow will offer it on tap, with bottle stock also available through regional on-trade wholesalers.
A UK-wide roll-out is expected to take place in March next year when it will target 2000 retailers, 4000 on-trade businesses and 110 bars.
Maxxium is backing the launch with a major marketing campaign that will communicate the message ‘A Taste Adventure’ via a “fun and humorous” 20-second television commercial, outdoor advertising, PR and in-bar activity.
Image: A taste adventure? Maxxium’s Ginger Grouse.