Famous Grouse

The Famous Grouse works with Taxi Studio on The Black Grouse Alpha Edition packaging


By Gillian West, Social media manager

August 7, 2013 | 2 min read

The Famous Grouse has engaged Taxi Studio to redefine the packaging of The Black Grouse Alpha Edition, due to launch in Waitrose in the UK and roll out across international Duty Free outlets this month.

Intended as a more dramatic version of The Black Grouse, The Alpha Edition’s packaging needed to communicate more of the whisky’s premium qualities and improve stand-out of the charismatic black grouse bird that the whisky is named after.

“Taxi Studio has done a fantastic job on the packaging, delivering a premium pack that brings to life the character of the whisky and the bird. The pack has great shelf impact – both the bottle and the carton are distinctive and iconic,” commented Allison Tuck, senior brand manager at The Famous Grouse.

Taxi’s new design features one letter on each side of the outer case to spell ‘ALPHA’, with each letter relating to the product story (for example L = Lek). Supporting words from Taxi Studio’s Lindsay Camp aim to increase shopper interaction in Duty Free outlets, where dwell time is greater, as well as creating brand stand-out.

Of the brief, Taxi Studio design director, Jonathan Turner-Rogers, said: “Our job was to sympathetically bring together the character of the black grouse, the Lek – a mating ritual which takes place in their natural habitat to establish the alpha male – and the unique whisky blend to deliver a darker, moodier, more premium addition to The Famous Grouse family.”

Spencer Buck, creative director at Taxi Studio, added: “The black grouse is illustrated at dawn when the Lek takes place, the rising mist a nod to the whisky’s smoky notes. The dramatic result elevates the product’s premium cues whilst safeguarding the brand’s most precious equity: the grouse itself.”

Famous Grouse

Content created with:

Taxi Studio

We are a multi-award winning fearless brand design agency, specialising in creating, building and activating brands. We operate across many diverse global market...

Find out more

More from Famous Grouse

View all


Industry insights

View all
Add your own content +