New design for The Famous Grouse Smoky Black

A re-design to celebrate 10 years of partnership with the RSPB

Ten years ago the partnership between Edrington-owned whisky brand The Famous Grouse and the Scottish Royal Society for the Protection of Birds (RSPB) started. The endangered species Black Grouse experienced a rapid decline of population between 1995 and 2005. With the help of The Famous Grouse more than £650.000 were spent during the last 10 years to increase the population of those birds in four reserves in the UK. This project has been successful: 30 percent more Black Grouse birds are living in the UK now.

To celebrate the 10th anniversary of this project Edrington provides its whisky Famous Grouse Smoky Black with a new design. The black bird on the label now looks much more splendid than before. Different to the common Famous Grouse bottling the Smoky Grouse (successor of the former Black Grouse) presents a lightly peated character.

The whiskylabel and its Famous Grouse Experience will probably have to leave its current home, the Glenturret Distillery, in the near future and look for a new home: Edrington plans to sell the distillery as we reported here.

Photo: The Famous Grouse