The Famous Grouse shows its strength

Print Article E-Mail Article

Scotch whisky producer Highland Distillers has unveiled a travel-retail exclusive variant of its leading blend The Famous Grouse. The Cask Strength version of the whisky is bottled at its marrying strength of 59.8% abv and will be exclusive to travel-retail markets for a period of one year.

Highland Distillers duty-free and travel-retail director Tim Patterson said the launch of the first travel-retail exclusive within the Famous Grouse family was evidence of the supplier's commitment to the channel. "We identified a gap in the Highland Distillers offering and developed this exclusive in tandem with the Maxxium duty-free team," he explained.

"We're trying to provide a lead for the whole category by doing things a little differently."
The packaging for The Famous Grouse Cask Strength features the Grouse icon struggling under the weight of a cask of the Scotch. Commented Patterson: "We're not trying to take ourselves too seriously and it's about getting consumers to smile. Cask Strength also allows regular Grouse drinkers to experiment and the product will appeal to the more educated whisky consumer."

Believed to be the market's first cask strength blend, The Famous Grouse Cask Strength will be priced at about $21 for 100cl and should reach duty-free stores early in the new year.