Famous Grouse revamps packaging
As part of a new marketing campaign aimed to increase brand standout, The Famous Grouse has unveiled its newly designed packaging.
The campaign comes on the back of significant investment by Maxxium UK in the blended Scotch whisky brand, with the newly designed packaging being phased in over the summer months alongside marketing activity both in on and off trade, all of which draw on the brand’s heritage.
The new label illustration has been produced by wildlife artist Rodger McPhail and features the brand’s iconic red grouse in a more prominent position, commanding increased standout.
Maxxium UK’s Chris Anderson said the new packaging “will deliver added stand-out both in bar and on shelf for The Famous Grouse, with the brand icon, the red grouse, becoming the real hero of the pack”.
And The Famous Grouse director Gerry O’Donnell said of the campaign: “In 2010 we are marking 30 years as Scotland’s best selling whisky, which is a fantastic achievement for us, reinforcing the consistent quality of this whisky and making it the perfect time to unveil a new look which we hope our fans will love.”