Whisky Focus - The Famous Grouse Taste Challenge

Watch out for The Famous Grouse Taste Challenge at an airport near you. The Famous Grouse has launched a tasting challenge in travel retail outlets for its Scotch whisky brand family The Famous Grouse. The tasting spans The Famous Grouse and both its variants The Black Grouse and The Snow Grouse.

Exclusive to global travel retailers, 'The Famous Taste Challenge' promotional campaign began in April 2010 in Vienna and is now touring a variety of locations in European airports and on Scandinavian ferries.

Consumers can sample the three blended Scotch whiskies at tasting stations using a tasting wheel which guides them through the three different flavour profiles. They are then faced with the challenge to identify each sample as well as choosing their favourite product.

The taste challenge events run from one to two days up to one month, depending on the location.

Commenting on the campaign, Area Director for Global Travel Retail Steven Sleigh said: "The Famous Grouse Taste Challenge is an innovative way of engaging with whisky consumers and introducing them to our newly expanded portfolio. The Black Grouse and The Snow Grouse have been developed to perfectly complement our core expression, The Famous Grouse, and will be an exciting discovery for many global travel retail customers."

The Famous Grouse Taste Challenge Locations

Málaga Airport – April, September 2010
Paris Charles de Gaulle – September
Manchester T1 – July
London Heathrow T3 – July
Vienna Airport – April
Palma de Mallorca – September
Moscow Sheremetyevo T2 – May
Puttgarden Border Shop, Germany – May, August, November
Eckero, Finland/Estonia – May, June
Sundservice, Sweden – June, July, November
Tallink, Finland – July, August, November, December
Eurotrade-Munich – July
 

• UK Shops
   
• USA Shops
   
• European Shops

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