Maxxium UK is hoping to use The Famous Grouse’s success in whisky to support a new liqueur extension of the brand.

The Famous Grouse Liqueur is being trialled in selected Tesco stores nationwide and in 22 Sainsburys in Scotland for a six-month spell before a possible
UK roll out. Priced at £18.99 (70cl), it combines whisky with citrus fruits and spices. Both retailers will use additional introductory promotions during the price-driven festive period.

Maxxium UK’s senior marketing manager for The Famous Grouse, Emma Scarratt, said: “There is huge loyalty for the brand, and we hope that consumers who are familiar with the quality, heritage and taste of The Famous Grouse will be equally pleased with the liqueur form of the drink.

“This innovation follows our other additions to The Famous Grouse family, such as The Famous Grouse Vintage Malt.”

The Famous Grouse was the second-fastest growing spirit after Baileys in the ranking of the five bestselling brands last Christmas with sales of over £29m, 20% more than in 2001.

Meanwhile, Maxxium UK has added a multipack of three Bols liqueurs to its festive offering. The format targets budding cocktail connoisseurs and includes 20cl bottles of Bols Raspberry, Orange and Melon variants and costs £10.99.
Rosie Davenport