The Famous Grouse has unveiled a new permanent edition to its portfolio, The Famous Grouse Sherry Cask Finish – now available in the UK.
The new premium expression is a rich, flavourful blend with an unmistakable sweetness that is the result of a period of maturation in ex-sherry casks.
Launching exclusively at Morrisons this month, it will be available in other major retailers from September with an RSP of £22.
The Famous Grouse Master Blender Marc Watson commented: “This new, revived blend is finished in sherry casks seasoned in the region of Jerez, Spain. The aim was to create a blend that is slightly sweeter but still in keeping with the smooth and distinct DNA of classic Grouse.
“Once the blend is in its final stages of maturation, which involves the meticulous combination of hand-selected malt and grain whiskies, the full blend is married in ex-sherry casks further to enhance their sweet, rich, and smooth characters. The Sherry Cask Finish is a decadent blend of flavours, including chocolate, almonds, dried fruits, and sweet spices.”
A sweeter balance and smooth in texture, The Famous Grouse Sherry Cask Finish has been created with mixability in mind and its release aptly follows the launch of The Famous Grouse’s ‘Full of Character’ global campaign. Designed to introduce the drink to the next generation of whisky drinkers, the campaign also aimed to educate consumers on the accessibility and mixability of the liquid.
“We are finding that consumers are actively expanding their blended whisky repertoire,” said Joakim Leijon, Global Brand Director for The Famous Grouse. “The Famous Grouse continues to go from strength to strength by maintaining its position as the UK’s No.1 whisky and no.2 Spirit brand.
“We are therefore perfectly positioned to drive further growth in the category through innovation and range development. The new Sherry Cask Finish will enable loyal consumers to expand their repertoire as well as introduce first-time whisky drinkers to The Famous Grouse brand.”
The packaging of Sherry Cask Finish features the Spanish female Capercaillie, chosen for its link to the product’s Spanish sherry heritage and its vivid orange and red plumage, which echoes the deep amber of the liquid itself. Alongside its ongoing support for RSPB Scotland, The Famous Grouse plans to support further habitat protection projects focusing specifically on the Capercaillie.
