The Famous Grouse launches alcoholic ginger beerBy Becky Paskin
The Famous Grouse is making a departure from its line of blended whiskies with the launch of The Ginger Grouse, an alcoholic ginger beer.
Having already launched in Scotland at the end of last year, brand owner Edrington, along with British distributor Maxxium, is rolling the new addition to the Famous Grouse range out across the UK from April 2013.
The Ginger Grouse will be available in 2,000 retail plus 4,000 on-trade outlets in bottle format, with an additional 110 bars stocking the new drink in draught format.
The 4% premium alcoholic ginger beer, which carries an RRP of £2.20, will lead The Famous Grouse’s new three-year sponsorship of Scottish Rugby, with a pop-up Ginger Grouse Bar at the Murrayfield Stadium during the 2013 RBS 6 Nations tournament.
Peter Sandstrom, marketing director, Maxxium UK, said: “The Famous Grouse has been investing in Scottish Rugby for the past 23 years… It is appropriate that Ginger Grouse takes a lead on this new sponsorship package, as it was during our first partnership with Scottish Rugby that The Famous Grouse serve with Ginger Beer first became popular. Now, we have developed this original serve to become the Ginger Grouse – a brand new alcoholic ginger beer launched in Scotland last year.”
The launch of the RTD is a departure from The Famous Grouse’s blended whisky range, which includes The Naked Grouse, The Snow Grouse and The Black Grouse.