Maxxium hails Black Grouse success

Nicole Mezzasalma

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Sales of the blended whisky have risen “well ahead of expectations” since its launch at the TFWA World Exhibition in Cannes last year

Maxxium Global Travel Retail (MGTR) has hailed the success of The Black Grouse in duty-free. The company claims its launch has been one of the most successful by the company in recent years, with sales “rising well ahead of expectations” since its launch at the TFWA World Exhibition in Cannes last year.

Brand owner Edrington’s global travel-retail manager Keith Bonnington said: “The brand has really captured the consumer’s imagination and the budget we have set for 2008/09 is already 50% ahead of our challenging expectations for this product. This is one of the most complex blended Scotch whiskies on the market which is a triumph for our master blender and highlights again the quality of the malts used across The Famous Grouse range.”

The Black Grouse is a blend of The Famous Grouse and Islay single malts. The product has already been listed in major international airports such as Frankfurt, Amsterdam Schiphol, Stockholm Arlanda, Copenhagen Kastrup, London Heathrow, London Gatwick and Barcelona El Prat.