 |
The Famous Grouse has unveiled Black Grouse – Alpha Edition, a richer, smokier expression of its Black Grouse blended Scotch whisky.
The Alpha Edition will be launched early next year and will be available exclusively in travel retail for the first six months.
The Black Grouse was launched in October 2007. The Alpha Edition combines a greater concentration of aged, peaty malt whiskies.
Its pack showcases a male black grouse in full display during the mating season as he embarks on his mission to become the alpha male.
The Black Grouse – Alpha Edition carries a recommended travel retail price of €33. It sits alongside The Famous Grouse, The Snow Grouse and The Naked Grouse.
Steven Sleigh, Area Director Global Travel Retail for The Edrington Group, owner of The Famous Grouse brand, said: “Travel retail has been chosen as the launch pad for The Black Grouse – Alpha Edition following the tremendous success of other product launches led by this channel.”
Maxxium Travel Retail Managing Director Glen Williams said: “European travel retail is the perfect environment for a launch of this new edition to The Famous Grouse range. The channel is ideal for attracting travellers who are looking for innovation and new variants of their favourite products.”
