The Famous Grouse is toasting the success of its partnership with RSPB, which has reached the significant fundraising milestone of £600,000.
The money will help the charity continue its conservation work supporting endangered grouse species throughout the UK.
The partnership started in 2008 with the launch of new whisky The Black Grouse. At the time, The Famous Grouse pledged 50p from the sale of every bottle in the UK to support the RSPB in saving the new whisky’s namesake, which was on the UK Red List of Species of Conservation Concern.
Suzy Smith (pictured right, with the RSPB’s Alison Connelly), marketing director for The Famous Grouse, commented: “We are proud of our partnership with RSPB and are thrilled to have reached this fantastic milestone allowing us to help support the terrific work the charity does for the UK’s wildlife.”
Stuart Housden, director RSPB Scotland, explained how the money has been spent: “Donations from The Famous Grouse have helped improve grouse habitats across 85,000 acres of nature reserve land, supported the planting of 185,000 native trees and the mowing of 30 hectares of heather.
“The fund has also helped purchase the Crannach nature reserve; a woodland and upland area on Deeside and within the Cairngorms National Park.”
Last year Black Grouse whisky was renamed The Famous Grouse Smoky Black, and the RSPB partnership was extended to take in the entire Grouse portfolio.