The Famous Grouse

The Famous Grouse has been a byword for quality blended Scotch Whisky since 1896. Some of the world’s finest single malts go into the bottle, which is one of the reasons it has been Scotland’s favourite for 39 years.

The blended Scotch Whisky category has experienced consistent decline in recent years. Against that backdrop, it is encouraging to see The Famous Grouse achieve its highest ever market share in the UK. It is the market leader in the UK, Sweden, Norway, Iceland, Denmark, the Netherlands and Cyprus, and is growing profit in its core markets.

The brand’s premium expressions, including The Famous Grouse Smoky Black and its Bourbon, Ruby and Toasted Cask series have been well-received by consumers and are showing encouraging growth.

This is further evidence that there is room for increased innovation in contemporary Scotch Whisky and The Famous Grouse team will continue to develop opportunities in that category.

Overall, The Famous Grouse had a flat year in terms of profit, and the outlook for the coming year remains challenging for blended Scotch. Managing costs will be a sharp focus for the business, freeing up investment to allow key and emerging markets to grow.

Under a dynamic and ambitious team, the coming year will see agility and focus as we work hard to bring Scotland's favourite Scotch Whisky brand back to profit growth.