Famous Grouse redesigns RTD Ginger Grouse

The Famous Grouse’ RTD Ginger Grouse has had a packaging makeover to create a “much stronger link” to the whisky brand and recruit new consumers to the category.

Brand owner Edrington has renamed the ready-to-drink beverage Famous Ginger Grouse

Brand owner Edrington, along with British distributor Maxxium, first launched the drink in January 2013.

In addition to the new look bottle, Edrington has also renamed the ready-to-drink alcoholic ginger beer beverage “Famous Ginger Grouse”, in a bid to “reinforce the brand’s unique heritage”.

Earlier this year, the brand called on its 25,000 Facebook fans to take part in a research project which allowed them to select the new design, which features the “iconic” Famous Grouse bird.

Johna Penman, marketing controller of Maxxium UK, said: “The repack has created a much stronger link to the parent brand The Famous Grouse, helping to align Famous Ginger Grouse with the thriving SPEERs category, presenting an opportunity to tap into this growth whilst recruiting new consumers into blended Scotch.

“Famous Ginger Grouse is a quality ready to drink product with whisky at its heart, offering a real point of difference and showcases the versatility of blended whisky.

“This takes The Famous Grouse into refreshing social occasions, as Famous Ginger Grouse is the perfect accompaniment to a summer BBQ.”

Famous Ginger Grouse is available in retailers across the UK at an RRP of £2.25.