The Famous Grouse Blended Scotch Whisky has unveiled its new Spend Time in Grouse Country campaign. The new promotion from the Edrington-owned brand focuses on celebrating occasions and the outdoors.
When Matthew Gloag founded his iconic Whisky brand back in 1896, he chose to forgo his own self-promotion by naming The Famous Grouse not after himself, but after the occasion for which it was created – a rewarding refreshment to share after a day in the outdoors.
The new campaign invites consumers to “Spend Time in Grouse Country” and enjoy their preferred moments and special occasions, whether by the fire, in the great outdoors, or catching up with friends in a socially distanced setting or online.
“To celebrate and honour our history, we have created a reward space; a place where our drinkers can relax and connect with friends (whether on or offline) and take a moment to savour Scotland’s No.1 whisky,” said Joakim Leijon, Global Brand Controller for The Famous Grouse. “We simply call this place Grouse Country.
“Our new Spend Time in Grouse Country global brand campaign is designed to fit into the challenging times we currently face, bringing some warmth and positivity to the Blended Scotch category and our consumers’ lives.”
The Famous Grouse continues to support its long-standing partner The RSPB in protecting Grouse Country – the home of Scotch. For over a decade, RSPB Scotland’s Black grouse conservation work has generated a variety of positive outcomes for nature, including the planting of 185,000 trees, restoring 67 hectares of peatland, and protecting some of Scotland’s most vulnerable and iconic wildlife.
“Over the past few months, we have seen our world turned upside down and many people have sought solace in nature,” said George Campbell, RSPB’s Operations Director for North Scotland. “The long-term support of The Famous Grouse has helped us to restore and protect the habitats essential for grouse species to thrive and we are delighted to continue to work with them to save nature.”
In other Edrington news, last week The Macallan announced it collaborated with graphic designer David Carson to create a new campaign for the festive season. Featuring striking artwork in Carson’s signature iconoclastic style, the Speyside distillery’s new campaign focuses on a selection of five distinctive single malt whiskies which reflect the uncompromised pursuit of excellence which has driven The Macallan since its inception in 1824.