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Black Grouse unveils makeover

Published:  10 July, 2009

The Black Grouse whisky has unveiled a new look following the launch of the brand last year.

The brand, distributed by Maxxium UK, was created as a smokey alternative - with a malt from Islay making up the blend -  to the parent label Famous Grouse in 2008.

Maxxium has invested in a complete packaging update which will be phased in from this month (July). The new look features a new proud pose for the famous bird on the label.

Chris Anderson, Black Grouse's marketing manager, said: "Since its UK launch in 2008 The Black Grouse has performed extremely well against our expectations and has provided us with a strong base to build on for 2009. We have presented The Black Grouse to a number of multiple grocer accounts with a very positive response and look to secure new listings in a number of these in September ahead of the key Christmas trading period."

The brand donates 50p from every bottled to RSPB conservation projects.