The UK’s number one selling Scotch whisky, The Famous Grouse, is rolling out its new look packaging designed to drive the premium credentials and ambitious long term development plans for the brand.

This investment in packaging follows recent repositioning work undertaken across The Famous Grouse, which is seeing Edrington invest heavily behind the brand.

The new pack features a new label design that echoes the brand’s roots but with a more contemporary twist. Combined with a new look bottle shape, a more premium closure and metallised paper, the finished pack will deliver real standout for the brand.

This premium upgrade comes as Edrington, maker of some of the world’s best-loved Scotch whiskies, works on redeveloping the entire Famous Grouse portfolio with significant changes expected for the extended family range including its smoky expression, The Black Grouse. These changes to the portfolio will also see a permanent line extension at the upper end of the blended whisky range with the launch of a brand new whisky. The character of this new whisky will be distinctly Famous Grouse but with sweeter and more fragrant notes.

Glen Gribbon, Director, The Famous Grouse said:  “The new packaging has been developed in response to consumer demand for higher quality packaging and will further differentiate the brand from our competitors, setting a new benchmark for others to follow. In our view this design is a modern expression of our key assets: the grouse, and our ‘famous’ name, and will help us to deliver our ambitious aspirations for the brand over the next few years.”

The Famous Grouse is imported, marketed and distributed by Farsons Beverage Imports Company (FBIC) Limited, a member of the Farsons Group.