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The Black Grouse Alpha Edition draws its character from a blend of smoky and peaty aged malt whiskies |
The Edrington Group has announced that The Black Grouse Alpha Edition will be available on board ferry lines in the Nordic region and at Russian airports from May. The product will initially be listed with Scandlines, Birka Eckero Line, Tallink Silja and with Aer Rianta International at Saint Petersburg Pulkovo and Moscow Sheremetyevo airports.
The Alpha Edition was previewed at TFWA World Exhibition last year, and builds on The Black Grouse extension to The Famous Grouse family launched in 2007. The product, which draws its character from a blend of smoky and peaty aged malt whiskies, is priced at around €33 and is presented in a distinctive black bottle showing the male black grouse in its mating plumage. It will be available exclusively in travel retail until September.
Maxxium Travel Retail Managing Director Glen Williams said: “The Nordic market has demonstrated a tremendous appetite for innovative spirits, especially fine whiskies. It’s great to secure these listings with ferry companies who have shown a real flair for launching such products in the past. We anticipate a very favourable reaction throughout north European markets and other markets, beginning with those where The Famous Grouse family are already firm favourites.”
The Edrington Group Global Travel Retail Area Director Steven Sleigh said: “We are pleased with the initial reception of this new member of The Famous Grouse family. Travel retail has in the past provided an excellent showcase for additions to the family, such as The Snow Grouse and The Black Grouse, so it was a natural habitat for the first flight of The Black Grouse Alpha Edition.”
