Edrington launches smokier Black Grouse whisky

20 September, 2011

The Edrington Group is to launch a smokier expression of its Black Grouse whisky. 

The company describes The Black Grouse - Alpha Edition as a “richer, smokier expression” of The Black Grouse.

The Alpha Edition will be launched early next year and will be exclusive to travel retail for the first six months.

The package depicts a male black grouse in full display during the mating season “as he embarks on his mission to become the alpha male”.

Helen Potter, innovations manager for The Famous Grouse: “On first taste it is rich and sweet, before layers of smoke reveal themselves. We believe we have created something truly special which will appeal to scotch whisky, bourbon and rum spirit drinkers keen to explore a richer, fuller version of The Black Grouse.”

The Black Grouse - Alpha Edition RRP is €33 and the whisky made its debut at TFWA Cannes.

Sister brand The Black Grouse launched in 2007.





Comment

David Williams

None of the fun of the fair

What is the point of a wine trade fair? it’s a question that can take on an almost existential quality when, let’s say, you’re wrestling with the 3am demons in a hotel room with wafer-thin windows overlooking a roaring périphérique in the light-industrial banlieues of a Fench city.

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