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