Grouse Ruby Cask

The Famous Grouse has boosted its portfolio with a new ‘Ruby’ expression.

The latest addition to the brand’s ‘Cask’ range of whiskies, Ruby is rested in specially selected oak casks seasoned with port, which the brand said gives it “a mellow layer of red fruit sweetness reminiscent of a good fruitcake”.

The 40% abv drink has rolled exclusively into Sainsbury’s (rsp: £16.50/70cl).

It follows the launch of The Famous Grouse Bourbon Cask, which hit shelves in April, the first in the Cask range.

These releases marked “a really exciting moment for The Famous Grouse team as we showcase the impact of wood on flavour”, said the brand’s master blender Kirsteen Campbell. “Each cask is unique and each brings something different to the spirit.”

The NPD comes as The Famous Grouse has added £6.1m to its value over the last year, hitting £216.3m and retaining its position as the UK’s 10th biggest alcohol brand - Jack Daniel’s, which overtook Grouse in value sales in 2016, is the ninth biggest [Nielsen 52 w/e 21 April 2018].