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 andáMakro priced

ú13.29 before a possible nationwide roll-out.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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