Sales topped £71m over Christmas
Value grew +2.6% compared to the year previous
No.1 whisky in the No.1 spirits category with total whisky sales larger than both gin and vodka at £393m
The Famous Grouse enjoyed an outstanding Christmas in the UK off-trade, with sales topping £71m – making it the number one whisky in the UK.*
The whisk(e)y category in total was valued at £393 million, larger than both vodka and gin making The Famous Grouse the number one whisky in the number one category this Christmas.*
While The Famous Grouse has a long-standing streak as the UK’s favourite whisky, the brand has returned to No.1 Whisk(e)y by value this Christmas. The Scotch blend reports +2.6% value growth over the festive period compared to the previous year, in turn, overtaking Jack Daniel’s. The US whiskey had held the top spot in 2018 but saw value drop -9.3%.
The news comes despite the wider blended Scotch category continuing to struggle, with value down -4.1% over Christmas.
Mark Riley, managing director, at Edrington-Beam Suntory UK says: “The Famous Grouse for years has been the UK’s favourite whisky and driving force behind the blended Scotch category, so we are delighted to have reclaimed our number one spot in the UK’s largest spirits category.
“It’s fantastic to see a Scotch back in the top spot, particularly for The Famous Grouse, where success has been driven by our strong equity, premiumisation and increased demand for smaller bottle sizes.”
Source: Nielsen ScanTrack, Off-Trade Total Coverage, 12wks To 04.01.2020.
The Famous Grouse, the no 1 Blended Whisky in the UK, has today announced the launch of the Cask Series, a new range of ‘everyday premium’ whiskies.
Offering a new take on the iconic flavour of The Famous Grouse, the Cask Series aims to offer lovers of blended whisky an affordable way to enjoy new whisky styles which incorporates flavours imparted from specially selected oak casks.
Developed by The Famous Grouse’s Master Blender, Kirsteen Campbell, the Cask Series celebrates wood quality and the impact this has on whisky. The first in the series to be released is the Bourbon Cask, which will be followed by a number of whiskies aged in different cask types.
The Famous Grouse Bourbon Cask will feature all of the characteristic rounded and smooth flavours synonymous with the classic taste of the Famous Grouse and will be launching as an exclusive in Tesco on the 10th April 2018. RRP £19.
Available nationwide in over 600 stores, this unique edition will kick off the series with a premium liquid which has been blended using a high proportion of whisky matured in American Oak and first fill bourbon casks. As a result, the greater depth of caramel and vanilla flavours offers discerning drinkers an incredibly versatile whisky that is perfect enjoyed neat, with a dash of water or with ginger ale.
Kirsteen Campbell, Master Blender of The Famous Grouse, says: “The casks we use to mature the whisky are such an integral part of bringing the product to life. Each cask is unique and each brings something different to the spirit. For The Famous Grouse, we place such a lot of importance on the quality of our wood that we wanted to develop a range to really highlight and celebrate all that this adds to the whisky. The Cask Series is designed to showcase how different types of oak cask can influence flavour, delivering a range of wonderful flavours to appeal to a wide range of consumers.”
Chris Anderson, Head of Brands at Edrington-Beam Suntory Distribution UK Ltd, says: “The Famous Grouse is the biggest blended whisky brand in the UK and the launch of The Famous Grouse Cask Series allows us to offer drinkers a way to enjoy all the classic smooth, balanced flavours of The Famous Grouse with a twist. We know that our drinkers enjoy spending a little more to treat themselves to something special and the Cask Series offers a great way to enjoy an everyday reward for lovers of blended whisky.”
For further information visit @TheFamousGrouseUK on Facebook
The competition which launched at the beginning of July by Scotland’s favourite whisky gave four talented artists or bands the chance to win a headline slot like no other and earn the right to say they have played on stage at The Famous Grouse House this Edinburgh Festival!
The winners; Edinburgh based electronic pop rock band DMS will be joined by psychedelic pop band The Mink Stoles, Livingston born Adriana Spina, who will perform her unique brand of alternative acoustic Americana – some of which has enjoyed immediate critical acclaim including being listed as “Single of the Week” on BBC Radio Scotland, as well as folky indie pop singer-songwriter Lou Mclean, who combines her exceptional voice with original acoustic guitar – providing an array of musical talent to the famous venue.
Scottish entertainer and Forth 1 radio presenter Grant Scott was joined by Edinburgh born musical director, writer and producer David Whitmey, who has worked with the likes of The Wanted, Mika and The Saturdays, to lend their ears and help The Famous Grouse team to help choose the lucky shortlist before the going through to the next stage – the public vote via The Famous Grouse Facebook page.
David Whitmey, who is currently working with Gary Barlow and Sony Records projects, said : “This was an amazing chance for unsigned bands and artists to win a prime slot to headline on one of the most coveted stages at the Edinburgh Festival this August. The quality of entries was exceptional and it was a tough call when it came to selecting the shortlist. The winners all have huge potential and we can’t wait to have them perform on the stage. They will be joined by some of Scotland’s best up and coming bands and breaking acts from all over the globe”
The competition was launched to celebrate the return of The Famous Grouse House for its second consecutive year to Scotland’s Capital and Edinburgh’s International Festival Fringe this August (Wednesday 3rd August – Saturday 27th August 2016)
The winners will be joined by some of Scotland’s best music acts and musical fringe performances from all over the globe, as part of the eclectic festival programme at The New Town Theatre. Located just outside this popular festival venue, on a pedestrian friendly section of George Street, The Famous Grouse House will be open daily from 11:00am to midnight and include performances from the hugely popular Posable Action Figures, Glasgow based indie rock band Kelvin and the hugely admired solo artist Luke Carey taking to the stage. With critically acclaimed new music, a festival vibe and a fresh sense of fun, The Famous Grouse House is going to be the perfect place to soak up the best of the festival.
Johna Penman, Marketing Controller, The Famous Grouse commented: “Congratulations to our four winners! The Famous Grouse House made its name at the festival last year with a combination of great live music every day and a variety of refreshing summer serves. We can’t wait to welcome DMS, The Mink Stoles, Lou McLean and Adriana Spina to our famous venue – there’s no better place to be this August.”
The Famous Grouse House will be open daily from the 3rd to the 27th August, from 11am until midnight, with live music every day, situated outside New Town Theatre, 96 George Street.
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For more information visit www.famousgrouse.com. For the latest news follow on twitter @TheFamousGrouse or Facebook at: TheFamousGrouseUK #famousgrousehouse #famousfridays
Businessman Alasdair Day revived the 100-year-old artisan blend, originally made in Coldstream, using his great-grandfather’s recipe.
He now wants to create a craft distillery with a cafe, visitor centre and a retail outlet in the Caberston farm buildings, to encourage tourism to the Borders.
If his plans go ahead, the venture would create around 12 jobs on the Walkerburn site.
Alasdair said: “We are currently in discussions with potential investors to raise the funding – £5 million – required.
“The proposed distillery in Walkerburn will produce 100,000 litres of pure alcohol a year which will be matured for three years before becoming Single Malt Scotch Whisky.
“As a young kid we took holidays in the Borders as my family owned houses here, so the area is very close to my heart.
“I spent years looking for a suitable site for the distillery. It needed to be somewhere with a good water supply, and the building needed to be suitable for visitors.
“The latter is quite important, as it will not be purely a distillery but also a visitor attraction.”
The news comes shortly after Mossburn Distillers announcement – see page 21 – of plans to build a £40 million distillery at Jedforest Hotel near Jedburgh.
Between 1818 and 1837 the Borders was home to three distilleries, but is currently the only region in Scotland not to have one.
Alasdair is hoping the change that by getting his project up and running by 2018.
The entrepreneur has worked in the food industry for 20 years and set-up his company, Stonedean Limited, with the sole intention of re-creating The Tweeddale.
Mr Day added: “Walkerburn is close to Glentress and Traquair, both hugely popular tourist spots, so it is the right kind of area.
“It is my aim to return my great grandfather’s whisky The Tweeddale home to the Scottish Borders.
The Tweeddale was originally born in Coldstream’s J&A Davidson in 1820, which was taken over by Alasdair’s great-grandfather Richard Day in 1923.
Between 1939 and 1940 the he business was wound down and The Tweeddale was no longer made, with Richard selling off his stock of whisky casks over the years.
But his cellar book was passed down through several generations in the family and in May 2010 the first batch of the whisky was made again for the first time in 70 years.
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