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Travel retail exclusive: The tasting challenge spans The Famous Grouse, The Black Grouse and The Snow Grouse |
UK. Edrington Group has launched a tasting challenge in the travel retail channel for its Scotch whisky brand family The Famous Grouse. The tasting spans The Famous Grouse and both its variants The Black Grouse and The Snow Grouse.
Exclusive to global travel retailers, ‘The Famous Taste Challenge’ promotional campaign began in April 2010 in Vienna and is now touring a variety of locations in European airports and on Scandinavian ferries (see list of locations below).
Consumers can sample the three blended Scotch whiskies at tasting stations using a tasting wheel which guides them through the three different flavour profiles. They are then faced with the challenge to identify each sample as well as choosing their favourite product.
The taste challenge events run from one to two days up to one month, depending on the location.
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Consumers are invited to choose their favourite product from the brand family |
Commenting on the campaign, Area Director for Global Travel Retail Steven Sleigh said: “The Famous Grouse Taste Challenge is an innovative way of engaging with whisky consumers and introducing them to our newly expanded portfolio. The Black Grouse and The Snow Grouse have been developed to perfectly complement our core expression, The Famous Grouse, and will be an exciting discovery for many global travel retail customers.”
The Famous Grouse taste challenge locations
Málaga Airport – April, September 2010
Paris Charles de Gaulle – September
Manchester T1 – July
London Heathrow T3 – July
Vienna Airport – April
Palma de Mallorca – September
Moscow Sheremetyevo T2 – May
Puttgarden Border Shop, Germany – May, August, November
Eckero, Finland/Estonia – May, June
Sundservice, Sweden – June, July, November
Tallink, Finland – July, August, November, December
Eurotrade-Munich – July
The Famous Grouse factfile
The Famous Grouse, Scotland’s best-selling whisky since 1980, is the fastest-growing standard blend in global travel retail and has been for the last five years, according to Edrington Group. The Famous Grouse is the number one standard blended Scotch in European travel retail (IWSR 2008); the number two standard blended Scotch in global travel retail (IWSR 2008); and the number six standard blended whisky worldwide. The Famous Grouse is exported to over 100 countries.
The Famous Grouse is now on Facebook at www.facebook.com/pages/The-Famous-Grouse/239883450354 Visit www.thefamousgrouse.com
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