The Famous Grouse unveils brand revamp

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The Scotch brand aims for a more contemporary look

Leading Scotch whisky brand The Famous Grouse has undergone a brand repackaging, which parent company Edrington called "the most radical in its 200-year history".

Edrington said: "The new bottle features a more distinctive, modern neck profile and the enlarged grouse illustration has been set free from the frame effect. There is now greater definition of the black "rock" which grounds the grouse in the landscape while the famous signature of Matthew Gloag, of the founding family, has been embossed into the glass for a stylish finish."

The label still depicts the familiar red grouse, originally drawn in 1896 by Phillipa Gloag, daughter of Matthew.

"We are confident the new premium packaging will prove a huge hit with consumers around the globe," said The Famous Grouse brand controller David White. "We have retained the best of the brand's heritage, which has provided years of consistent global growth, whilst boosting its relevance today with a cleaner, more contemporary look."

The Famous Grouse line, including recent malt and liqueur extensions, sells over 3m cases worldwide each year.