Blended scotch whisky brand The Famous Grouse is launching a new expression this month, The Famous Grouse Mellow Gold.
Master blender Gordon Motion said: 'In Mellow Gold we’ve carefully selected a particular combination of casks to enhance our softer flavour. As with all Famous Grouse expressions, we’ve used sherry and bourbon-seasoned casks – but for Mellow Gold we’ve used a touch more sherry casks than usual.
'The effect is a smooth, well rounded whisky with added complexity of vanilla and subtly-sweet spice to create a gentle, velvety dram.'
It's suggested to be served neat, or long over ice with lemonade and a slice of orange.
'The launch of The Famous Grouse Mellow Gold is an important step in the realisation of our new vision for The Famous Grouse portfolio,' Johna Penman, marketing controller for Maxxium UK, who distributes the brand, said. 'It has been carefully crafted to support our parent brand, The Famous Grouse, which enjoys the great accolade of being Scotland’s favourite whisky for over 30 years. '
This is part of a wider redevelopment strategy designed to make the most of the growth of the blended scotch category. Other initiatives include a redesign of the pack of the original Famous Grouse brand 'that echoes the brands roots but with a more contemporary twist'. Penman said this comes in answer to 'consumer demand for higher quality packaging' but will also serve to make the brand stand out more.
There will also be changes to The Black Grouse, to be unveiled later in the year.
RRP £22. Maxxium UK, 01786 430 500