The Famous Grouse Blended Scotch Whisky has unveiled its new Spend Time in Grouse Country campaign, focusing on occasions and the outdoors.

Unlike other Scotch Whisky blenders, Matthew Gloag chose to forgo his own self-promotion by naming The Famous Grouse not after himself, but after the occasion for which it was created – a rewarding refreshment to share after a day in the outdoors.

In keeping with current global challenges, the new campaign invites consumers to ‘Spend Time in Grouse Country’ and enjoy their preferred moments and special occasions, whether by the fire, in the great outdoors or catching up with friends in a socially distanced setting or online.

It will be rolled out in a number of markets this winter and will focus on above-the-line advertising and social engagement, as well as retail execution. The content has been developed to highlight key universal occasions to enjoy The Famous Grouse and is flexible across all media channels to drive cultural relevance.

Joakim Leijon, Global Brand Controller for The Famous Grouse, said: “To celebrate and honour our history, we have created a reward space; a place where our drinkers can relax and connect with friends (whether on or offline) and take a moment to savour Scotland’s No.1 whisky. We simply call this place Grouse Country.

“Our new Spend Time in Grouse Country global brand campaign is designed to fit into the challenging times we currently face, bringing some warmth and positivity to the Blended Scotch category and our consumers’ lives.”

The Famous Grouse continues to support its long-standing partner The RSPB in protecting Grouse Country – the home of Scotch. For over a decade, RSPB Scotland’s Black grouse conservation work has generated many positive outcomes for nature, including the planting of 185,000 trees, restoring 67 hectares of peatland, and protecting some of Scotland’s most vulnerable and iconic wildlife.

George Campbell, RSPB’s Operations Director for North Scotland, added: “Over the past few months, we have seen our world turned upside down and many people have sought solace in nature. The long-term support of The Famous Grouse has helped us to restore and protect the habitats essential for grouse species to thrive and we are delighted to continue to work with them to save nature.”

Founded in 1800 with the simple vision to create the best quality blended whisky, The Famous Grouse has been Scotland’s favourite whisky for over 40 years and is renowned in over 100 markets across the globe. Its founding principles continue to shape the brand to this day.

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About The Famous Grouse

Founded in 1800, The Famous Grouse is smooth and perfectly balanced, proudly recognised as the UK’s no.1 Whisky and has been Scotland’s favourite whisky for over 40 years. Scotland’s favourite blend of the finest malts and exceptional grain whiskies means 43 million bottles of The Famous Grouse are consumed in over 100 markets around the world each year.

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