Maxxium is overhauling the packaging of its Scotch whisky brand The Black Grouse in a bid to increase its premium feel as it ramps up distribution. The revamp, which comes ahead of a TV and sampling campaign later this year, includes a redesign of the bottle label and outer carton. It is intended to distinguish the brand, which was launched last year but stocked exclusively in Sainsbury's until now, more clearly from its parent brand The Famous Grouse. The new packaging would feature the grouse more prominently, with a detailed landscape background, in order to develop the “character and personality” of the bird, said Chris Anderson, Maxxium marketing manager. “It will be an important step towards accelerating brand growth this year,” he added. With an rsp of £15.69, the bottles will be rolled out to major retailers from this month, with 50p from each sale going to the RSPB.