A dram for the darker nights

The new campaign aims to take advantage of the increased thirst for peated whisky

THE growing preference for peated whiskies is said to be behind the launch of the latest advertising campaign from The Famous Grouse.

Focused on the brand’s Smoky Black expression, the campaign aims to highlight the “different, darker and smokier side” to the blended whisky ahead of Christmas.

Part of a £1 million promotional drive by parent firm Edrington-Beam Suntory, the centrepiece advert sees the brand’s trademark game bird taking a midnight stroll through mountains before it is transformed into a darker version of itself at the sight of a full moon and later disappearing to reveal a bottle of the expression.

Targeting whisky drinkers via TV and supported with a multi-channel marketing plan, the campaign comes as peated variants now make up five of the top ten single malts in the UK on-trade, according to CGA data. Edrington-Beam Suntory said that Smoky Black offers a peated flavour profile at an “accessible price point”.

Chris Anderson, head of Edrington brands at Edrington-Beam Suntory, said: “Since the launch of Smoky Black, we have seen sales of the liquid go from strength to strength as our loyal fans look to us for something different alongside consumers wanting to experiment with great quality, straightforward and honest everyday premium whisky.”