Thursday, September 17, 2015


Edrington has announced that its Black Grouse expression has undergone a full rebrand and is to be relaunched as The Famous Grouse Smoky Black.

The Famous Grouse Smoky Black (40% ABV) is said to deliver the same distinctive rich and smoky flavour as The Black Grouse, achieved by introducing more peated malts into the blend, including a rare peated version of The Glenturret.
The Black Grouse relaunched as The Famous Grouse Smoky Black

The new name and revamped packaging will ensure a consistent look and feel across the brand’s core portfolio which includes The Famous Grouse and The Famous Grouse Mellow Gold. It will also capitalise on the growth in premium blended whisky and help to challenge perceptions around Blended Scotch.

The Famous Grouse Smoky Black features the brand’s new look bottle shape finished with a tinted glass to convey the smokiness of the whisky it contains. The bottle features a more premium closure with a flash of red on the cap to echo the black grouse bird’s distinctive red wattle. A new drawing of the black grouse bird with a metallic finish stands proudly at the heart of the label.

Commenting on the new release, Master Blender Gordon Motion, said: “The Famous Grouse Smoky Black has been blended to deliver the same flavour profile our consumers enjoyed in The Black Grouse, enhanced with the exceptional peated Glenturret Single Malt.”

The Famous Grouse Smoky Black will be available from major retailers later this month for a RRP of £20.07.

Posted by Steve Rush