New and different: The Snow Grouse has a “sweet gloopy mouth-feel when served seriously chilled”

UK. The makers of The Famous Grouse have unveiled the first Scotch whisky specially created to be served chilled straight from the freezer. The Snow Grouse will be made exclusively available to international travel retailers for the first six months and distributed through Maxxium Global Travel Retail.

The new addition to The Famous Grouse portfolio is aimed at consumers seeking something new and different.

The Snow Grouse, which carries a recommended duty free retail price of €19.99, represents one of two innovative additions to the range in the past 12 months. The Black Grouse, with its dark, sweet and gently smoky characteristics, was launched in October 2007.

Made from grain spirit and matured in oak casks before being gently chill filtered, the light and vanilla-sweet Snow Grouse whisky has a smooth taste. With a “sweet gloopy mouth-feel, it has a cool taste sensation when served seriously chilled”, Maxxium said.

In keeping with The Famous Grouse portfolio, the new whisky is aptly named after another Scottish game bird – the snow grouse or ptarmigan (Lagopus mutus). Living in the highest mountains of the Highlands of Scotland, the snow grouse has been described as “the toughest bird in Britain”. In the summer the snow grouse has a mottled brown plumage, while in winter it takes on an extra layer of white feathers for warmth – becoming completely white – to help it survive in the frozen, snow-covered conditions.

Keith Bonnington, Global Travel Retail Manager of The Edrington Group, owner of The Famous Grouse brand, said: “Just like the bird itself, this is a completely unique whisky that takes on a whole new taste and liquid profile when served seriously chilled. At room temperature, this is a beautifully balanced, easy drinking Scotch whisky. Served straight from the freezer consumers will find the whisky has an even more delicate flavour, is thicker in consistency and sweeter than their usual dram.”

The travel retail market has been chosen as launchpad for The Snow Grouse following the success of other product launches and promotions conducted by Maxxium Global Travel Retail in a retail environment where consumers are keen to be educated, excited and entertained, said Bonnington.

He added: “We now have Scotland’s favourite whisky, The Famous Grouse, flanked by two very different styles of whisky appealing to a wide range of consumers and consumption occasions. The Snow Grouse – light, delicate and vanilla-sweet – is perfect for serving straight from the freezer, while The Black Grouse is rich, deep, spicy sweet and smoky, and is really best served neat or on the rocks.”

For details, contact Laurent Cosson, Commercial Director Maxxium Global Travel Retail, tel: +31 20 580 68 03, or e-mail


Maxxium Global Travel Retail reports success for The Black Grouse – 14/04/08

Co-operation key as Maxxium claims gold standard – 08/02/08

Maxxium buoyed by solid duty free performance – 05/11/07

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