The limited edition pack hopes to dispel the myth that blended scotch is an old-fashioned spirit to be drunk straight on the rocks. The eye catching new shrink wrap features the iconic Grouse and the brands familiar red font maintaining the brand identity set out in the ATL advertising. The crisp white packaging also includes some simple, refreshing alternative serving suggestions for consumers to try at home.
Lee Walker, Maxxium UK’s brand manager for The Famous Grouse, comments: “From the day Matthew Gloag named the brand The Famous Grouse, we have driven innovation in the category. This new packaging initiative is just the latest step to attract a new and younger audience to the brand and the category. The eye catching white packaging ensures product stand out and is a simple and effective way of communicating a new message to consumers – explore and have fun with The Famous Grouse!”
This limited edition bottle will be on trial on the shelves of Asda and Makro this September making the bottle itself highly collectable for Grouse loyalists.
Serving suggestions on the shrink wrap include:
The Ginger Grouse – high ball glass, lots of ice, a 25ml measure of The Famous Grouse, a wedge of fresh lime squeezed in and topped with Ginger Beer if you like spicy or Ginger Ale if you like clean and light.
Grouse & Appletiser – high ball glass, lots of ice, a 25ml measure of The Famous Grouse, a wedge of fresh lime squeezed in and topped with Appletiser (TM) an ideal refreshing drink.
