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19th September 2011 |
New Black
Grouse Alpha Edition hopes to ruffle a
few feathers.
 The
Famous Grouse has today unveiled The
Black Grouse - Alpha Edition, a new
blended Scotch whisky. It is a richer,
smokier expression of the award winning
Scotch whisky – The Black Grouse.
The Alpha Edition will be launched early
next year and will be available
exclusively for the first six months in
travel retail.
The Alpha Edition is a whisky that truly
stands out from the crowd. The black
grouse is a rare and charismatic bird
celebrated by this special bottling.
During the mating season the black
grouse demonstrates both flamboyance and
machismo to establish himself as the
alpha male. These two sides of his
character inspired Alpha Edition, a
perfectly balanced and rare blend that
is flamboyantly rich at first taste,
before delivering a powerful smoky
finish.
The Black Grouse, with its rich, sweet
and gently smoky characteristics, was
launched to wide acclaim in October
2007. The aim of this new blend is to
build on this success and deliver a
whisky for consumers who enjoy an even
richer, smokier taste.
The Alpha edition is created by blending
a greater concentration of aged, peaty
malt whiskies, to achieve a fuller,
richer whisky. Presented in a stunning
pack, it showcases a male black grouse
in full display during the mating season
as he embarks on his mission to become
the alpha male.
According to Helen Potter, Innovations
Manager for The Famous Grouse: “This is
a brilliant example of the art of
blending to create a true balance of
flavours. On first taste it is rich and
sweet, before layers of smoke reveal
themselves. We believe we have created
something truly special which will
appeal to Scotch whisky, bourbon and rum
spirit drinkers keen to explore a
richer, fuller version of The Black
Grouse.”
The Black Grouse - Alpha Edition carries
a recommended travel retail price of 33
euros and represents the latest
innovative addition to The Famous Grouse
range alongside The Snow Grouse and The
Naked Grouse.
Steven Sleigh, Area Director Global
Travel Retail for The Edrington Group,
owners of The Famous Grouse brand, said:
“Travel retail has been chosen as the
launch pad for The Black Grouse – Alpha
Edition following the tremendous success
of other product launches led by this
channel.”
Glen Williams, Managing Director Maxxium
Travel Retail, responded: "European
travel retail is the perfect environment
for a launch of this new edition to The
Famous Grouse range. The channel is
ideal for attracting travellers who are
looking for innovation and new variants
of their favourite products."
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The Famous Grouse Family
|
The Famous Grouse, the original member
of the Famous family, is now flanked by
a range of whiskies to appeal to
different consumers and consumption
occasions:
- The Famous Grouse is smooth with
a chocolate orange flavour with a
long, slow finish.
- The Snow Grouse is a delicate
and vanilla sweet – designed to be
served seriously chilled, straight
from the freezer.
- The Black Grouse is rich, spicy,
sweet and smoky and is best served
neat or on the rocks.
- The Naked Grouse famously
smooth, ultra sherried whisky
ideally served on the rocks or long
in your preferred cocktail.
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Where To Buy Black Grouse Whisky Online
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Select a country for a list
of specialist Whisky shops who delivers
to you:
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Whisky Focus
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