The Famous Grouse is hoping to appeal to Britain’s sweet tooth with a new whisky called The Famous One.
The 40% abv spirit was developed with “all the classic complexity, smooth taste, quality, and character of classic Grouse” but with a sweeter taste than the brand’s core dram.
The sweeter taste was achieved with maturation in American oak sherry casks and ex-bourbon barrels, with the former adding “complex characters of citrus and vanilla” and the latter “enhancing the fudge and toffee sweeter tones” of the drink.
Bottles would carry the slogan “hard graft, great craft” to pay tribute to “the hard work that went into creating the whisky”, said the brand.
Grouse had set out “to create a blend that allowed people enjoying whisky for the first time to explore a softer, sweeter, flavour profile”, said its global brand director Joakim Leijon.
The brand is recommending it be served with seltzer, in a “classic” Old-Fashioned, or on the rocks.
The drink will debut exclusively on Amazon, which Neil Skinner, UK marketing director at owner Edrington UK, said would “allow us to test the waters and gain insight into our customers’ new shopping habits as we look to the future” (rsp: £23/70cl).
It comes as The Famous Grouse saw its sales slide in 2021: over the 52 weeks to 11 September, its value shrunk by £17m, dropping 6.9% to £229.4m, on volumes down 8.3% [NielsenIQ].
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