Whisky Focus - Famous Grouse Gets Packaging Update

The Famous Grouse has invested in a complete packaging update as it enters its 30th year as Scotland's number one whisky.

The new design, which is being phased in from this month marks the start of a new campaign for the brand in the UK, backed by significant investment from Maxxium UK, the brand´s main distribution vehicle.

Building on the ´Famous for a Reason´ theme first communicated in last Christmas's TV advertising campaign, the new activity is timed to launch over the summer to support both the on and off trade, and draw on the brand's rich heritage.

The new packaging has been developed to reflect The Famous Grouse's premium quality, and will see the brand's much loved icon, the red grouse, take a more prominent position. The larger label will command increased standout and, once again, has drawn on the skill of one of Britain's most talented wildlife artists, Rodger McPhail. Rodger drew the new image of the bird which forms the centrepiece of the new design, set against an authentic Scottish landscape.

Gerry O'Donnell, director, The Famous Grouse, commented: "We are proud to remain one of Scotland's most iconic brands, and this new packaging is a real celebration of our much loved icon.

"In 2010, we are marking 30 years as Scotland's best selling, which is a fantastic achievement, reinforcing the consistent quality of this whisky and making it the perfect time to unveil a new look which we hope our fans will love."

Over its 114 year history, The Famous Grouse has constantly updated and reinvigorated its packaging to suit the time, and every bottle has featured its famous red grouse.

Chris Anderson, marketing manager, Maxxium UK, commented: "The new packaging will deliver added stand-out both in bar and on shelf for The Famous Grouse, with the brand icon, becoming the real hero of the pack.

"The launch of this refreshed packaging marks the start of an intensive year-long campaign, which will communicate The Famous Grouse Famous for a Reason message, and drive increased consumer demand for the brand in both the on and off trade."
 

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