The Famous Grouse, a staple in the Scotch whisky market, has expanded its portfolio with the introduction of The Famous Grouse Sherry Cask Finish. This new addition marks the brand’s first venture into sherry cask-finished whisky, aimed at enhancing its offerings for both loyal consumers and newcomers.
Crafting the Sherry Cask Finish
Master Blender Marc Watson has meticulously crafted this new blend by selecting Speyside malts and maturing them in sherry-seasoned European oak casks from Jerez, Spain. This additional maturation period imbues the whisky with a rich sweetness, while maintaining the smooth and distinctive character that The Famous Grouse is known for.
Watson explains, “Our goal was to create a blend that is slightly sweeter but still in keeping with the smooth and distinct DNA of classic Grouse. The result is a decadent mix of flavors including chocolate, almonds, dried fruits, and sweet spices.”
Tasting Notes
The Famous Grouse Sherry Cask Finish offers a complex and inviting profile:
Appearance: Dark red-gold with an amber glow.
Aroma: A harmonious blend of fresh orange, poached pear, cherry blossom, moist sultanas, cocoa beans, and sweet cinnamon and ginger spice.
Taste: Smooth texture with rich character, featuring oaky vanilla, dark chocolate, maple syrup, toasted almonds, and hazelnuts.
Finish: Long and sweet, with warming notes of dried fruits and spices reminiscent of Christmas cake.
Packaging and Heritage
The new whisky’s packaging features the Spanish female Capercaillie, a nod to its sherry cask maturation. This bird, with its distinctive orange and red plumage, mirrors the deep amber color of the whisky and emphasizes the product’s Spanish heritage. The Famous Grouse has chosen this bird to not only celebrate its new blend but also to support habitat protection projects focusing on the Capercaillie, furthering their commitment to wildlife conservation.
Market and Availability
The Famous Grouse Sherry Cask Finish is initially available exclusively at Morrisons from May, with a wider release across major retailers planned for September. The whisky is bottled at 40% ABV and has a recommended retail price of £22 for a 700ml bottle. It is also set to be available in 19 global markets, reflecting the brand's confidence in the blend's appeal.
Aiming for Innovation and Growth
Joakim Leijon, global brand director, highlighted the strategic importance of this release. “Consumers are actively expanding their blended whisky repertoire. The Famous Grouse continues to grow by maintaining its position as the UK’s number one whisky and number two spirit brand. The Sherry Cask Finish will enable loyal consumers to expand their repertoire and attract first-time whisky drinkers to our brand.”
A New Chapter for The Famous Grouse
The Famous Grouse Sherry Cask Finish represents a significant innovation for the brand. By blending tradition with a new, sweeter twist, The Famous Grouse is set to capture the hearts of both existing fans and new whisky enthusiasts. This new blend not only enriches The Famous Grouse’s core range but also underscores the brand's commitment to quality and innovation in the Scotch whisky market.
About The Famous Grouse
The Famous Grouse is a renowned Scotch whisky brand, known for its consistent quality and widespread popularity both in Scotland and internationally. Established in 1896 by Matthew Gloag, The Famous Grouse has grown to become one of the best-selling Scotch whiskies in the world. The brand's success is rooted in its commitment to blending premium single malts and grain whiskies to create a smooth and balanced spirit.
The core expression of The Famous Grouse is its blended Scotch whisky, which is crafted by marrying carefully selected single malt whiskies, such as The Macallan and Highland Park, with high-quality grain whiskies. This meticulous blending process results in a whisky that is rich in flavor, with notes of dried fruit, toffee, and a hint of spice. The whisky is renowned for its smoothness and versatility, making it suitable for sipping neat, on the rocks, or in a variety of cocktails.
In addition to its flagship blend, The Famous Grouse offers several other expressions that cater to different tastes and preferences. These include The Famous Grouse Smoky Black, which incorporates peated malts for a distinctive smoky flavor, and The Naked Grouse, a premium blend aged in first-fill sherry casks, offering a richer and more complex taste profile with notes of chocolate, dried fruits, and spice.
The brand's commitment to quality extends beyond its whisky to its packaging and marketing. The iconic image of the red grouse, Scotland's national game bird, has been synonymous with the brand for over a century. This emblem is not only a symbol of Scottish heritage but also a mark of the whisky's exceptional quality and craftsmanship.
The Famous Grouse is produced by Matthew Gloag & Son Ltd., which is now part of the Edrington Group, a leading international spirits company. The brand's headquarters and visitor center are located at The Glenturret Distillery in Crieff, Perthshire, one of Scotland's oldest working distilleries. Here, visitors can learn about the history and production process of The Famous Grouse, as well as enjoy tastings of the various expressions.
Overall, The Famous Grouse is celebrated for its dedication to blending excellence, delivering a whisky that is both accessible and high-quality. Its widespread acclaim and consistent popularity attest to its status as a staple in the world of Scotch whisky, enjoyed by millions of whisky enthusiasts around the globe.
