Grouse targets a younger audience

05 October, 2007

Maxxium UK is rolling out a limited edition bottle of The Famous Grouse exclusively in the off-trade.

The new look has been designed to dispel the idea that blended Scotch is an old-fashioned spirit to be drunk straight on the rocks.

The shrinkwrapped bottle will feature alternative serving suggestions, such as Grouse & Appletiser and The Ginger Grouse - a mix of whisky, ginger ale and a wedge of lime.

Brand manager Lee Walker said: "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."

The limited edition bottle will be on trial at Asda and†Makro priced

£13.29 before a possible nationwide roll-out.

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