The Famous Grouse has now been Scotland’s no.1 whisky for 40 years. As the nation’s favourite, it has continued to experience strong demand, helping the brand to largely offset a long-term decline in the blended Scotch Whisky category.
Last year, the brand grew both global volume and turnover, gaining market share in most of its key markets. This positive performance was mainly driven by strong results in the UK, where The Famous Grouse attained record market share and brand power scores, which measure the brand’s relationship with its consumers, as well as significant volume growth in Sweden, the Netherlands, Poland and Russia.
We have continued to invest in the brand, chiefly through a global campaign inviting consumers to “Spend Time in Grouse Country”. Thanks to skilful local adaptation in retail and through mainly digital communication, the campaign inspired consumers to enjoy their “everyday deserved moments” with The Famous Grouse.
The brand’s premium expressions, including Smoky Black and its Bourbon, Ruby, Wine and Toasted Cask series are showing increased consumer demand with double-digit volume growth. The geographical footprint has expanded and the premium expressions are now present in 24 markets.