The campaign will relocate the grouse seen for many years in its ads in a studio setting to its natural highland environment.
It will focus on positioning the brand as “perfectly-balanced” and “smooth”.
The first ad appears from October 17 with a second to follow next month.
Johna Penman, marketing controller for the brand at distributor Maxxium UK, said: “We’ve invested a significant amount in this festive season and it’ll be the first time we’ve run two ads for Famous Grouse in rotation.”
Outdoor ads will appear on 3,000 bus shelters and 400 supermarket poster sites in major cities, for two weeks in October and again in December.