Maxxium UK is launching a limited edition Famous Grouse single malt whisky as it celebrates the brand’s sponsorship of the Commonwealth Games.
The Glenturret 1986 Cask Strength single malt is being bottled in commemorative Commonwealth Games bottles, but only 1,800 bottles will be released.
Glenturret single malt is one the key components in The Famous Grouse whisky blend and the 28-year-old-malt was chosen as it represents the last time Scotland hosted the Commonwealth Games, Maxxium said. The company described the whisky as giving off notes of fresh mango and passion fruit, with sweet honeycomb and melon on the palate.
“As the official whisky of Glasgow 2014 we are looking forward to what will be an awe-inspiring Commonwealth Games,” Maxxium UK’s marketing director Peter Sandstrom said. “The Famous Grouse believes there’s a joy to participating in something bigger than ourselves – of being part of something famous – and that the same spirit is present at the very core of the ‘friendly games’.”
The brand is ramping up its in-store presence during the Games, with new point of sale kits and personalised labelling available in selected stores during the Games.
Sales of The Famous Grouse have fallen -2.2% in the last year, to £189.4m [Nielsen MAT 26 April 2014].