Maxxium UK is launching a brand extension of its scotch whisky The Famous Grouse, called The Black Grouse, in partnership with the charity Royal Society for the Protection of Birds. The Black Grouse will be available next month with a recommended retail price of £15.49.
The partnership with RSPB means that 50p from every bottle sold will be donated to a conservation campaign to save black grouse across the UK. It will be available exclusively in Sainsbury’s for a six-month period with an initial four-week price promotion.
Lee Walker, Maxxium UK brand manager for The Black Grouse, says: “Environmentalism is increasingly becoming a touchstone issue for consumers, and The Black Grouse’s partnership with the RSPB offers individuals a simple way to help make a difference and secure the future of this iconic bird.”
Maxxium UK Limited is part of Maxxium Worldwide, the global sales, marketing and distribution partnership of The Edrington Group, Rémy-Cointreau, Beam Global Spirits & Wine and V&S ABSOLUT Spirits. Its UK portfolio of premium champagnes and spirits includes The Famous Grouse, ABSOLUT, Rémy Martin, Cointreau, Plymouth Gin, After Shock, Mount Gay Rum and Jim Beam bourbon.