Famous Grouse celebrates RSPB with Smoky Black redesign

Edrington-owned blended Scotch brand The Famous Grouse has redesigned its Smoky Black expression in celebration of its 10-year partnership with the Scottish Royal Society for the Protection of Birds (RSPB).

The partnership between the RSPB Scotland and The Famous Grouse has raised more than £650,000

The partnership between RSPB Scotland and The Famous Grouse started in 2008 and this year the blended Scotch brand is marking the anniversary with the launch of a refreshed packaging design for its Smoky Black expression, which has been designed to hero the black grouse.

The Famous Grouse partnership manager, Stephanie Harvey, said: “We are proud to have supported the RSPB’s black grouse conservation efforts over these last 10 years.

The Famous Grouse has unveiled a refreshed design for its Smoky Black expression

“In protecting the habitat of our flagship species, we are helping Scotland’s wildlife to thrive so that it can be enjoyed by future generations. Our common values make this partnership feel like a natural fit and we look forward to continuing our work to protect the enigmatic black grouse.”

The partnership was established to improve habitats for black grouse on four RSPB reserves in the UK following a rapid decline of the species between 1995 and 2005.

To date, the partnership has raised more than £650,000 (US$838,535) and has helped to drive an overall 30% increase in the population of black grouse on these reserves.

Chris Bailey, advisory manager at RSPB Scotland, said: “The recent reports on black grouse numbers across southern Scotland remind us how vital it is to work in partnership to help this species. Our relationship with The Famous Grouse has provided the RSPB with an amazing opportunity to deliver so much positive management aimed at black grouse conservation on our reserves”.

Earlier this week, the blended Scotch whisky brand launched a new global advertising campaign ahead of the festive season.