Famous Grouse whisky branches out with launch of ‘after-dinner’ liqueur extension

The Famous Grouse is test-launching its first brand extension. The Famous Grouse Liqueur will be launched this week in an attempt to attract a new set of after-dinner drinkers.

The whisky-based liqueur will compete against Drambuie, and will initially go on sale for six months in 230 Tesco stores nationwide as well as 22 Sainsbury’s stores in Scotland.

Emma Scarratt, senior marketing manager at Maxxium UK, which distributes The Famous Grouse, says: “The whisky-based liqueur market, unlike the cream-based sector, is very static and needed some reinvigoration. The Famous Grouse Liqueur has been launched with a unisex appeal, as it is neither harsh nor heavily sweet. It is primarily designed for after-dinner drinking for the over-40s, but we are not ruling out the slightly younger existing drinkers of the whisky brand.”

There are no plans to invest in advertising or marketing in the product’s test phase. But a spokeswoman for Maxxium UK adds that the company would consider advertising activity following a nationwide roll-out.

Abbott Mead Vickers.BBDO handles The Famous Grouse’s advertising business and PHD holds the media planning and buying brief.

Last year, AMV.BBDO created television ads featuring a grouse swooping and somersaulting to an excited football commentary, with the tagline: “A quality finish.” Another ad showed a candlelit table, laid with two piles of birdseed. The grouse then lowers the lights and strolls off to meet his date as the tagline “A quiet night” appears on-screen.


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