Mellow Gold to drive new look Famous Grouse range

The Famous Grouse has announced the launch of a new premium expression, The Famous Grouse Mellow Gold.

The 40% abv 70cl whisky has been crafted by Master Blender Gordon Motion to deliver a subtly sweeter, mellow flavour.

Distributor Maxxium UK says the launch of The Famous Grouse Mellow Gold is part of an ambitious redevelopment plan that will bring significant changes to the extended family range, including the new pack of the parent brand The Famous Grouse, featuring a new label design that echoes the brands roots but with a more contemporary twist. Combined with a new look bottle shape, a more premium closure and metallised paper, the finished pack will deliver real standout for the brand.

Both initiatives are designed to capitalise on the growth in premium blended whisky and challenge perceptions around Blended Scotch. The plan also includes significant changes to its smoky expression, The Black Grouse, which will be unveiled later this year.

Johna Penman, Marketing Controller at Maxxium UK, said: “The launch of The Famous Grouse Mellow Gold is an important step in the realisation of our new vision for The Famous Grouse portfolio. It has been carefully crafted to support our parent brand, The Famous Grouse, which enjoys the great accolade of being Scotland’s favourite whisky for over 30 years. Bringing a beautiful balance to the portfolio’s flavour profile, The Famous Grouse Mellow Gold joins The Black Grouse as another premium extension of the brand, further enhancing our quality message.”

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