THE FAMOUS GROUSE LEADS INNOVATION AND INVITES CONSUMERS TO ‘BE PART OF SOMETHING FAMOUS’ 

The Famous Grouse Blended Scotch whisky, distributed by Maxxium UK, has demonstrated its continued commitment to innovation as the brand invites consumers to personalise a bottle of their famous whisky with their own treasured photograph. 

The UK’s number one selling whisky recently adopted a new brand ethos – Be Part of Something Famous – borne out of the human truth that people ultimately desire to belong to something bigger. 

Inspiring consumers that Famous Moments Are Worth Sharing, the leading whisky brand has created a microsite (www.makesomeonefamous.com) where purchasers of any 70cl or 1L bottle can go and add a prized moment or favourite photo, absolutely free of charge. This is a significant move for the brand who, for the first time, will allow their beloved Grouse to be removed from personalised bottles and replaced by moments that are special to their consumer. 

Committed to ensuring widespread pick up of the new mechanic, this latest innovation from The Famous Grouse will be supported by a fully integrated campaign. The brand has invested in national press and digital advertising, as well as large scale activation in multiple retailers. 

On top of the brand’s new personalisation mechanic they have also unveiled a new 70cl limited edition gift pack for Father’s Day. The design of the gift carton celebrates the characteristics consumers think fathers are famous for, including The Famous Cyclist, The Famous Moustache and The Famous Bowler. The limited edition gift packs are now available in all major supermarkets with bottles that can also be personalised free of charge by visiting www.makesomeonefamous.com . 

Peter Sandstrom, Marketing Director Maxxium UK, commented:

“As the UK’s leading whisky it’s important to us that we lead the category in innovation. 

“Everything we do and produce is through an effort of collaboration, with everyone playing an important role in creating something famous, however small. Be Part of Something Famous is all about extending this spirit of collaboration to consumers and offering them ways to get involved. Personalisation does this job for us. 

The new personalisation offering is available on all 1L and 70cl bottles of The Famous Grouse (RRP £17.10 and £23.10). The move follows the brand’s pre-Christmas personalisation campaign, allowing consumers to change the text only, which saw Maxxium UK working around the clock to fulfil high demand. 

The Famous Grouse is a blend of the finest malts and grains, married and matured in sherry casks.

NOTES

About Maxxium UK

• Maxxium UK Ltd is part of the global sales and distribution alliance between Beam Inc and Edrington.
• Its UK portfolio of premium brands includes: blended Scotch (The Famous Grouse, Teacher’s and Cutty Sark), malt whisky (Highland Park, Laphroaig, The Macallan, The Glenrothes and Ardmore), imported whiskey (Jim Beam, Maker’s Mark, Knob Creek, Canadian Club, Red Stag), cognac and brandy (Courvoisier and Fundador), sherry (Harveys), vodka (Stolichnaya), tequila (Sauza), rum (Brugal and Cruzan), liqueurs and specialities (Sourz, Bols liqueurs, Galliano, Vaccari, After Shock)

About The Famous Grouse

• The Famous Grouse is the no. 1 whisky in Scotland and no. 4 standard blended whisky worldwide (IWSR data 2012)
• The Famous Grouse is exported to over 100 countries