The Famous Grouse is the best selling blended Scotch in Scotland, but its makers want to keep pace with the trend towards more heavily peated whiskies. No, they are not changing the original. Instead they are rolling out The Famous Grouse Black.
The new whisky is said to been more like Islay malts, which are stronger flavored, often smoky and with a hint of iodine flavor. The new brand aims to attract drinkers who like Islay malts, but are chased off by the price tag.
The Famous Grouse Black will first roll out in Scandinavian markets, then in the United Kingdom.
The move is not a sign of panic by Edrington, the brand's distiller. Last year sales of The Famous Grouse were up 5 percent to more than 3 million cases. Edrington also produces Macallan, Highland Park and Cutty Sark.
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