Edrington to sell The Famous Grouse

Household-name blended whisky brand The Famous Grouse will be sold to William Grant & Sons.

Edrington has announced its intention to sell The Famous Grouse to William Grant & Sons, subject to regulatory approval. The spirits group will also offload its Naked Malt Scotch Whisky brand as part of the transaction.

CEO Scott McCroskie said the move was driven by Edrington’s strategy to “focus on our core strengths and the growth opportunities in the ultra-premium spirits category.”

McCroskie, who is also the former chairman of the Scotch Whisky Association, added: “We consider this to be the right moment for Edrington to exit the blended Scotch category.”

Calling The Famous Grouse “a well-loved brand that has consistently performed in its category”, he said he is confident that it is “well positioned to succeed as part of the William Grant & Sons portfolio.”

First produced in 1896, The Famous Grouse overtook Jack Daniel’s as the UK’s best-selling whisky in 2020, with value sales topping £71 million. Last year, the brand signed a deal to become the official whisky partner for Scotland Men and Scotland Women rugby teams through to at least 2026.

As well as the original The Famous Grouse, the range now also includes Smoky Black; Sherry Cask Finish and Ruby Cask, as well as The Famous One. All are produced in Glasgow, Scotland, and the Grouse itself, which is at the heart of the brand’s marketing campaigns, is affectionately named Gilbert.

Ultra-premium future

In July, the drinks business reported that Edrington, which owns prestige spirits brands The Macallan, Highland Park and The Glenrothes, had surpassed £1 billion revenue for the first time.

At the time, Edrington revealed that The Famous Grouse had “performed well” in its core markets in northern and eastern Europe, with a strong performance in the UK, during the preceding 12 months.

Much of the group’s focus will now be on its top single malt whisky brand The Macallan, and the company has invested strongly in securing the future growth of the brand. One clear example of this is Edrington’s acquisition of a 50% stake in Grupo Estévez in Jerez, Spain, to guarantee supply of Sherry with which to season The Macallan’s signature oak casks.

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