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The Famous Grouse gets a makeover
The Famous Grouse’s packaging has been revamped by artist Lewis Moberly on the occasion of the brand’s 30th anniversary as Scotland’s Number One Whisky.
The bottle now sports a larger label with a more prominent image of the Grouse, painted by wildlife artist Rodger McPhail, set against a “dramatic Scottish landscape”, hoping to highlight the animal’s “endearing character”.
The new packaging will drive a more premium and luxurious image for the brand, using subtle features like the date 1800 embossed on the packaging to enhance the notion of “heritage and longevity”.
Creative director of Lewis Moberly, Mary Lewis, explained: “By elevating the bird above the brand name we celebrate the famous icon and create a confident, premium stance.
Every detail of the packaging has been carefully considered to ensure a harmonious and elegant design”.
Meanwhile, The Famous Grouse has launched a premixed can, combining one measure of whisky with cola.
The can has been brought out to help propel the brand into the fast-expanding premixed cans market, as well as opening up a new target audience to the brand. The can retails for £1.75 and will be available in Sainsbury’s as of this October.
Marinel FitzSimons, 18.08.2010