Maxxium launches The Snow Grouse in travel-retail

Nicole Mezzasalma

Print Article E-Mail Article E-Mail Author

The duty-free market has been chosen to host the global launch of the new whisky following the success of earlier promotions

Maxxium Global Travel Retail (MGTR) has launched The Snow Grouse whisky from the makers of The Famous Grouse. The new product is being trialled in Scandinavian duty-free outlets and will be available exclusively in duty-free and travel-retail for the first six months. The Snow Grouse, described as the first Scotch whisky specially created to be served chilled, is made from grain spirit and matured in oak casks before being chill filtered. It is named after another Scottish game bird, the snow grouse or ptarmigan, which lives in the Highlands.

The Famous Grouse brand owner The Edrington Group global travel-retail manager Keith Bonnington said: “Just like the bird itself, this is a unique whisky, and takes on a new taste and liquid profile when served chilled. At room temperature, it is a beautifully balanced, easy-to-drink Scotch whisky. Served straight from the freezer consumers will find the whisky has an even more delicate flavour, is thicker in consistency and sweeter than their usual dram.”

The Snow Grouse has a recommended duty-free price of €19.99 ($31.70). According to MGTR, the travel-retail market has been chosen for the product’s launch following the success of earlier promotions in the channel.