The Black Grouse is a heavily peated blend that has a higher proportion of Islay
malt. Previously available in Sweden and the global travel retail market, it will be available exclusively in Sainsbury's for
month s with an initial four-week price promotion.
in with the launch, Maxxium has joined forces with the Royal Society for the Protection of Birds
to finance a scheme to help protect the endangered species. For every bottle sold, 50p will be donated to a conservation campaign to save black grouse across the UK.
Brand manager Lee Walker said: "Environmentalism is increasingly becoming a touchstone issue for consumers
and The Black Grouse's partnership with the RSPB offers individuals a simple way to help make a difference and secure the future of this iconic bird.
"The full-bodied taste of the Black Grouse is designed to appeal to experiential whisky consumers who are looking to take their enjoyment
of blended whisky to the next level."
The new blend will be positioned above the original Famous Grouse with a retail price of £15.49.