Maxxium is claiming a victory in the whisky stakes following new figures which suggest The Famous Grouse is the fastest growing big brand in its sector. The figures from AC Nielsen show that the Grouse outperformed its competitors in the year to August, growing by 7.3%. That improvement compared with an industry wide rise in the blended sector of 1.7%. Peter Crean, business manager (liquor) at AC Nielsen, confirmed that the Grouse had outpaced its rivals to consolidate its place as Britain's second favourite blended whisky. But he added that market leader Bell's also continued to put on extra sales to record a 3% hike on the previous year. There was also significant movement at the bottom end of the market, said Crean, with supermarket own label whiskies among the best performers. "The top and bottom ends of the market are doing quite well, but all the stuff in the middle is being squeezed," he added. Chris Anderson, Maxxium UK's senior marketing manager in charge of The Famous Grouse, said the brand's "excellent performance" had seen it reduce the gap between itself and Bell's to the lowest level since 1999. "Consumer loyalty and recognition is the key to our success," he said Maxxium plans to capitalise on the brand's growth with a new UK wide television campaign for Christmas. The advertisements feature a new development in the celebrated Grouse series of commercials. {{DRINKS }}

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