Scotland’s top alcohol brands: 2. The Famous Grouse

Spotlight on the top Scottish alcohol drink brands of 2023 – featuring brand No.2 The Famous Grouse

THE Famous Grouse has been celebrated and enjoyed by whisky enthusiasts ever since it was founded by Matthew Gloag in 1896.

Originally simply named The Grouse, the majestic bird native to the dram’s Perthshire home has always been central to the brand.

Over the years, The Famous Grouse has spread its wings across the globe, always accompanied by its emblematic grouse mascot.

As the whisky’s reputation grew, it embraced its fame, leading to a name change in 1905, becoming The Famous Grouse.

Fast forward to 2023, and an impressive 43million bottles of The Famous Grouse are enjoyed in no less than 94 global markets.

Two key profile-raising developments have taken place this year – involving the whisky’s long association with rugby and a new global campaign.

The brand has renewed its partnership with Scottish Rugby after a six-year hiatus. The Famous Grouse is now the Official Whisky Partner for Scotland Men and Scotland Women through to at least 2026.

Marketing manager Colette Gourlay said: “The Famous Grouse has been proudly supporting rugby in Scotland for more than 30 years, and we are delighted to reignite our partnership with the Scotland Team and kick start our new collaboration with Scotland Women.

“Both The Famous Grouse and Scottish Rugby are united in their pursuit of excellence, with The Famous Grouse being the UK’s number one whisky and the Scottish team reaching new heights in world rankings.”

Ending 2023 on a high note, the whisky has launched a global campaign, Full of Character, which prominently features Gilbert, the iconic Famous Grouse personality.

It is the first time in four years that the brand has rolled out a global campaign and it is being featured in 30 countries, including key markets in the UK, Europe, North America, and Asia-Pacific.

The Full of Character campaign aims to introduce The Famous Grouse to the next generation of whisky drinkers as the alcoholic beverage for any social occasion.

It also educates consumers about the accessibility of the liquid, as well as its ability to be used with mixers, making it a versatile and appealing choice for drinkers in Scotland and beyond.

The campaign, which the brand says is a testament to its enduring appeal and adaptability in the ever-changing world of whisky, sees Gilbert in an at-home setting as he prepares to host a dinner party for family and friends.

Gourlay said: “From the moment our founder, Matthew Gloag, poured his first glass, The Famous Grouse has always been about togetherness.

“Everybody loves Gilbert, so, for the first time, we’re joining Gilbert in his own Famous red world as he brings together a group of friends for a great night in.”