The Famous Grouse unveils exclusively online whisky

The Famous Grouse (manufactured by Erdington) has released The Famous One, a sweeter rendition of their classic Scotch blend.

Also at 40% ABV, like the original, The Famous One is described as having “all the classic complexity, smooth taste, quality and character of classic Grouse”. However, maturation in American oak barrels previously used for sherry and bourbon have imbued it with a sweeter flavour profile. The additional notes include vanilla, toffee and fudge. It is suggested to be served either on the rocks, with soda, or as part of a cocktail.

Global brand director Joakim Leijon explained the thought process behind the drink: “we wanted to create a blend that allowed people enjoying whisky for the first time to explore a softer, sweeter flavour profile.” He went on to describe The Famous One as a “more modern and indulgent take” on the brand’s flagship whisky.

UK consumers already have a taste for The Famous Grouse, with the drink rivalling Jack Daniel’s in popularity. But this more accessible whisky will only be available on Amazon for the moment. Neil Skinner, the director of UK marketing at Erdington, explained the potential e-commerce holds for drinks brands in years to come: “[it will] allow us to test the waters and gain insight into our customers’ new shopping habits”.

Amazon’s UK alcohol sales dramatically spiked in 2020 with the arrival of lockdowns, but they slowed down considerably in 2021. Scotch whisky sales on the site increased by 13.6% between 2020 and 2021. The potential brands have to sell well on Amazon cannot be ignored, with Jeremy Clarkson’s Hawkstone lager serving as a prime example.

It has all the makings of a sure-fire success: the world’s largest e-commerce site promoting an easy-drinking whisky from an established brand. At £23 for a 70cl bottle, it’s certainly rivalling its key competitors for value. Whether The Famous One will rise like the phoenix or end up as a dead duck remains to be seen.