The Black Grouse undergoes complete rebrand

Edrington has unveiled a complete rebrand for The Black Grouse blended Scotch whisky, which is now called The Famous Grouse Smoky Black.

The Black Grouse has been renamed The Famous Grouse Smoky Black and given a new bottle design

The Black Grouse is a premium brand extension of the The Famous Grouse whisky and is made with a higher proportion of peated malts.

In addition to a new title, the brand will receive updated packaging that will “ensure a consistent look” across The Famous Grouse portfolio and offer a more premium image.

The Famous Grouse Smoky Black features a new bottle shape finished with a tinted glass to convey its smoky taste, as well as a more premium closure to reflect the black grouse bird’s “distinctive red wattle”.

“We are excited to reveal the new look for The Famous Grouse Smoky Black which completes the new core range within The Famous Grouse portfolio,” said Johna Penman, marketing controller at Maxxium UK, the UK distributor for Edrington.

“We have invested significantly in the development plan which is designed to enhance the brand’s premium credentials and capitalise on the consumer demand for premium packaging.”

The Famous Grouse Smoky Black offers the same flavour profile as The Black Grouse, but is “enhanced” with the addition of peated Glenturret single malt.

The rebranded whisky will be available from September 2015 at an RRP of £20.07.

Edrington has put into action an “ambitious” redevelopment plan for The Famous Grouse portfolio in recent months to “challenge perceptions” around blended Scotch whisky.

As part of this strategy, the group added a “sweeter” variant to the brand’s portfolio earlier this year, The Famous Grouse Mellow Gold.