Monday, March 08, 2021


The Famous Grouse, has today announced a partnership with the Royal Society for the Protection of Birds, to restore 300 hectares of Scotland’s natural landscape in Abernethy.

The blended Scotch whisky brand, will fund the three-year project, which aims to help restore the natural landscape of the region and promote biodiversity through woodland expansion and peatland restoration in collaboration with RSPB Scotland.

The Famous Grouse launches partnership with the RSPB

The project follows on from a decade-long funding partnership that has helped restore the native habitat of the rare black grouse. This successful collaboration saw a 30% increase in black grouse across the RSPB reserves that received funding from the start of the partnership in 2008.

According to the RSPB, approximately half of all peatland habitats in Scotland are damaged to some degree, leading to it drying out over time and releasing carbon into the atmosphere. The re-profiling of the land during the project will help to restore the peatland to its natural condition, mitigating damage caused by over-grazing and draining.

Commenting on the news, Joakim Leijon, Global Brand Controller for The Famous Grouse, said: “We’re so excited to embark on this new project with the RSPB, as we strive to protect the natural landscape of the Abernethy region through extensive re-naturalisation work over the course of the next three years. Project Abernethy completely aligns with our values of protecting what we see as Grouse country as we strive to protect our surrounding environment.”

Through regeneration of the natural environment, the project will also seek to improve the biodiversity of the species that live there. 5000 different species can be found within Abernethy, including the Red Grouse after which the brand was named.

Posted by Steve Rush