Black Grouse
Famous Grouse will launch a new brand, Black Grouse in the UK in June. Claimed as "a treasure" by Jim Murray's 2008 Whisky Bible and "a challenge to Scotch drinkers" by distributors, Maxxium UK, Black Grouse has been very well received in other markets including Sweden, where it is the best seller.
Described as rich and smoky, married with the quality, smoothness and aromatic peatiness of Islay malt. Jim Murray gave it 94/100 in the Bible and called it "the best new blended Scotch whisky".
Black Grouse will retail at around £15.49.
Maxxium, in a pioneering new partnership with the Royal Society for the Protection of Birds (RSPB), have agreed to donate 50p from every bottle sold to a conservation campaign to save black grouse across the UK. The RSPB hopes this is just the beginning of a long term, fund raising relationship in the UK. Black grouse are found in upland areas of Wales, the Pennines and most of Scotland, but this endangered species is now under real threat of extinction. Habitat management is essential to the future of the black grouse, and revenues from the sales of The Black Grouse will help the RSPB to fund over 85,000 acres of UK land for conservation purposes.
Sam Scribbler http://oldmalt.com
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