Beam Global Canada/LexPR

Beam Global Canada/LexPR

October 27, 2009 15:42 ET

The Black Grouse Takes Off in Canada

Scotland's favourite whisky reveals its darker side in markets across the country

TORONTO, ONTARIO--(Marketwire - Oct. 27, 2009) -

Editors Note: There are two videos and two photos available with this Press Release

What happens when one of the world's smoothest blended whiskies takes a turn to the dark side? The Black Grouse, the darker side of Scotland's favourite whisky, is rolling out in major Canadian markets just in time for whisky season. From the makers of The Famous Grouse, The Black Grouse is now available in Ontario, Alberta, British Columbia, New Brunswick and Prince Edward Island ($30-$36). The Black Grouse is a unique blend of The Famous Grouse with fine Islay malt whiskies to create a smooth, peated, blended whisky. Already popular around the world, the multiple award-winning Black Grouse most recently took a Gold Medal for 'Best in Class' at the International Wine and Spirits Competition (August, 2009).

"This is a welcome addition to The Famous Grouse range in Canada," says Cheryl Hudson, Canadian Brand Manager for The Famous Grouse. "We're seeing a trend towards more challenging whiskies and flavours, and The Black Grouse delivers on all counts." Hudson describes The Black Grouse as a great opportunity for those keen to embrace a stronger, peated whisky – or simply try something new – with the confidence of a trusted premium brand.

'"At first taste of this whisky you'll be surprised by the rich, flavoursome smoky influence of the peated malt, and then you'll experience the trademark smoothness of The Famous Grouse," says Marc Laverdiere, Canadian Brand Ambassador for The Famous Grouse. He adds, "The finish is long, smoky and aromatic – a just reward for embracing the darker side of Scotland's favourite whisky!"

The Black Grouse bird, the inspiration behind this newest blend of whisky, is a distant relative of Scotland's national game bird, the Red Grouse, which originally inspired The Famous Grouse. In the UK, the Black Grouse ranges mainly over uplands from Wales to North Scotland, but their numbers have declined by 28% since the 1970s and work is currently underway to save this distinctive bird from national extinction. To that end, The Famous Grouse is donating a portion of the proceeds from UK sales of The Black Grouse to fund conservation work in mainland Britain.

The Black Grouse is an important introduction for The Famous Grouse, designed to complement the existing portfolio. The Black Grouse (ABV: 40%) has previously received a number of accolades, taking Gold for Best Scotch Whisky Blend at the 2009 Scottish Whisky Masters and Gold at the International Spirits Challenge's Scotch Whisky category in 2008. In his 2008 Whisky Bible, Jim Murray hailed it as "a real treasure -the best new blended Scotch whisky," awarding a total score of 94/100.

About The Famous Grouse (www.thefamousgrouse.com)

  • The Famous Grouse is the no. 1 whisky in Scotland and no. 5 blended whisky worldwide.
  • The Famous Grouse is exported to 100 countries.
  • Created in 1896 by founder Matthew Gloag, it was originally called The Grouse Brand. The brand became so popular that on August 11th 1905 it was renamed The Famous Grouse.
  • The Famous Grouse Experience is located at Scotland's oldest working distillery – Glenturret. Originally established as a single malt distillery in 1775, today The Famous Grouse Experience is the most visited distillery in Scotland. (www.thefamousgrouse.com/experience).

To view video 1 available with this press release, please visit the following link:

http://www.youtube.com/watch?v=m1dEFc0lV8g

To view video 2 available with this press release, please visit the following link:

http://www.youtube.com/watch?v=RUJfg64Q2T8

To view photo 1 available with this press release, please visit the following link: http://www.marketwire.com/library/20091027-BlackGrouseBottle800.jpg

To view photo 2 available with this press release, please visit the following link: http://www.marketwire.com/library/20091027-BlackGrouseRockmedals800.jpg

Contact Information

  • For further information, interviews and/or photography
    LexPR Canada
    Sherry Lawlor
    416-542-9140 x3366
    slawlor@lexpr.com
    or
    LexPR Canada
    Robyn Goetz
    416-542-9140 x3367
    rgoetz@lexpr.com

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