Spotlight on Scotland’s No.2 alcohol brand, and top whisky brand, The Famous Grouse
THE Famous Grouse is a much-loved whisky brand across the world, not just in Scotland.
Its makers reckon a key part of its appeal is the smooth and perfectly balanced taste, which consumers love, created by founder Matthew Gloag in 1896.
And master blender Craig Johnstone and his team still stick to the same process today.
Edrington UK head of brands Chris Anderson said: “Our regard for quality is something that we feel is greatly appreciated by our Scottish consumers, as well as our heritage as a leading Scottish brand, echoed by our commitments to Scottish culture – playing a role within Scottish rugby as a major supporter of league fixtures within Scotland.”
Within The Famous Grouse Family, The Famous Grouse Finest is the core product and this can be found in stores of all sizes across the country.
It continues to lead the whisky category and is key to the brand’s success. Alongside that, there is The Famous Grouse Smoky Black, which showcases the smokier side of the offering.
This continues to grow in grocery retail, helping to recruit new consumers into the world of peated whisky.
Another interesting development is The Famous One, which is exclusive to E-Commerce.
It launched on Amazon in March 2022 and is a velvety, honeyed liquid designed to appeal to younger whisky drinkers while still maintaining everything that consumers know and love from The Famous Grouse.
Heritage and quality recognised by consumers
It is, of course, a historic whisky brand with an incredible past. Formed in 1896 by Matthew Gloag in Perthshire, the liquid is made up of the finest single malt and grain whiskies, blended to give the taste that has been consistent with the brand since its launch.
Anderson believes that heritage is recognised by the whisky’s loyal drinkers.
He said: “Our brand is consistently perceived by consumers to be of a higher quality versus our competitive set and we believe our provenance and heritage has enabled The Famous Grouse to develop a trust with consumers that we are a premium, high-quality brand.
“We feel that this quality is important to Scottish consumers, who appreciate honest brands that seek to do best for people and planet.”
The brand also has provenance within rugby, sponsoring Glasgow Warriors as well as previously sponsoring The British & Irish Lions and the Scotland team.
“Our history within the sport has allowed us to establish ourselves as the Spirit of Rugby – playing a part in its sociability, watching the game with friends and family.
“This association and partnership with rugby, we feel, is key to the Scottish consumer, as the sport is so heavily entrenched in Scottish culture,” added Anderson.
Sponsorship and marketing boost brand awareness
In addition, viewers may have spotted The Famous Grouse back at Murrayfield during the Autumn Nations Series.
It was visible across the stadium thanks to an on-pitch brand logo, LED adverts around the pitch and through sponsorship of the player of the match award.
TV campaigns also ensure the whisky remains at the forefront of consumers’ minds.
A Spend Time in Grouse Country series running on TV in September, reached more than 20 million consumers around the UK.
Anderson concluded: “We will be visible across TV, reaching over 30 million consumers in December, with our Christmas ad reminding viewers to stock up for Christmas.”
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