THE FAMOUS GROUSE DEBUTS SHERRY CASK FINISH IN THE UK – Scotch Whisky News
THE FAMOUS GROUSE DEBUTS SHERRY CASK FINISH IN THE UK
London, 28th May: The Famous Grouse has unveiled a new permanent edition to its portfolio, The Famous Grouse Sherry Cask Finish – now available in the UK. The new premium expression is a rich, flavourful blend with unmistakable sweetness earned from a period of maturation in ex-sherry casks.
Launching first exclusively at Morrisons from May, it will then be available in other major retailers from September with an RRP of £22.00.
The Famous Grouse Master Blender has meticulously selected Speyside malts for a second maturation period in sherry-seasoned European oak casks to deliver the rich, warming, and spiced characters that are at the heart of the new premium expression.
Marc Watson, The Famous Grouse Master Blender says: “This new, revived blend is finished in sherry casks seasoned in the region of Jerez, Spain. The aim was to create a blend that is slightly sweeter but still in keeping with the smooth and distinct DNA of classic Grouse.
Once the blend is in its final stages of maturation, which involves the meticulous combination of hand-selected malt and grain whiskies, The Famous Grouse Master Blender does not stop there; the full blend is married in ex-sherry casks further to enhance their sweet, rich, and smooth characters. The Sherry Cask Finish is a decadent blend of flavours, including chocolate, almonds, dried fruits, and sweet spices.”
A sweeter balance and smooth in texture, The Famous Grouse Sherry Cask Finish has been created with mixability in mind and the UK release aptly follows the launch of The Famous Grouse’s ‘Full of Character’ global campaign. Designed to introduce the drink to the next generation of whisky drinkers, the campaign also aimed to educate consumers on the accessibility and mixability of the liquid.
The Famous Grouse Sherry Cask Finish comes at a time when demand for sherry cask whiskies continues to grow*. Launching just in time for the summer, ‘The Sherry Cask Spritz’ is the ideal seasonal serve – combine 50ml of The Famous Grouse Sherry Cask Finish with 20ml of lemon juice and 20ml of Madagascan vanilla syrup, top with sparkling wine and ice.
“We are finding that consumers are actively expanding their blended whisky repertoire,” says Joakim Leijon, Global Brand Director for The Famous Grouse. “The Famous Grouse continues to go from strength to strength by maintaining its position as the UK’s No1 whisky and no.2 Spirit brand**. We are therefore perfectly positioned to drive further growth in the category through innovation and range development. The new Sherry Cask Finish will enable loyal consumers to expand their repertoire as well as introduce first time whisky drinkers to The Famous Grouse brand.”
The packaging of the Sherry Cask Finish plays host to the Spanish female Capercaillie. The Spanish Capercaillie was chosen for its link to the product’s Spanish sherry heritage and its vivid orange and red plumage, which echoes the deep amber of the liquid itself. Alongside the ongoing support for RSPB Scotland, The Famous Grouse plans to support further habitat protection projects focusing specifically on the Capercaillie.
*Source: IWSR| Total Scotch Whisky Value sales & Whisky “Sherry title” | 2020-2023|
**Source: Nielsen, Latest 52 weeks MAT – w/e 16.03.24
The Famous Grouse Sherry Cask Finish Tasting Notes
- COLOUR: Dark red-gold with an amber glow.
- NOSE: A balance of fresh orange and poached pear, cherry blossom, moist sultanas, cocoa beans intermingled with sweet cinnamon and ginger spice.
- TASTE: Smooth in texture, rich in character. A combination of oaky vanilla, dark chocolate, maple syrup, toasted almonds and hazelnuts.
- FINISH: Rich and smooth. Warming notes of dried fruits in Christmas cake with a long sweet, spice finish.
The Famous Grouse
The Famous Grouse is the no. 1 whisky in the UK (*Neilsen UK, 2024). It has been the best-selling whisky in Scotland, the home of Scotch whisky, since 1980. The business was founded by Matthew Gloag, who started blending whisky in the 1890s and was launched officially in 1897 to be drunk by the gentry after a day of outdoor pursuits. Today, the brand is owned by the Edrington Group and is exported to over 100 countries.
The Famous Grouse has supported the RSPB, the UK’s largest nature conservation charity, for over 15 years. The partnership was established to improve habitats for resident black grouse on four RSPB reserves in the UK following the species’ rapid decline between 1995 and 2005.
Edrington UK
Edrington UK is the UK’s number one whisky supplier, part of the global Edrington family and responsible for the UK sales, marketing, and distribution of a portfolio of ultra-premium brands, including The Macallan, Highland Park, The Glenrothes, The Famous Grouse, Naked Malt and Brugal.
As a valued distribution partner of Beam Suntory, Edrington UK also represents many of its brands in the UK marketplace, such as Jim Beam, Maker’s Mark, Bowmore, Laphroaig, Courvoisier and The House of Suntory range of Japanese craft spirits.
Be responsible. Drink with moderation
