The famous grouse celebrates with new look pack

The Famous Grouse Whisky has unveiled a new look pack as it seeks to enhance the brand’s appeal and increase its market share in the growing global whisky market, including in Kenya.

The blended Scotch whisky says, “this new look will allow us to tap into the powerful purchase motivations of our consumers.”

“We remain focused on further growth and the new packaging is part of our exciting plans to strengthen our position,” said Derek Brown Regional Director for Africa at Edrington, the owners of The Famous Grouse Whisky brand.

The new design continues to hero the iconic Grouse. However, the new bottle also sees the introduction of a black and gold colour palette to reflect the colours of the bird. The packaging update will retain key elements of the current bottle design including the distinctive ‘eyebrow’ bottle and label shape and the longer closure but in new black, red and gold hues.

The development of the new package design is informed by input from markets around the world to aid in the development of the design to ensure broad acceptance and appeal.

“We understand the power packaging has in prompting consumers to reassess their perceptions of a brand and we will continue to invest in innovations and solutions that meet this need,” said The Famous Grouse Area Manager, Jackline Mburu.

The Famous Grouse marketer and distributor in Kenya, WOW Beverages says the refreshed packaging adds to the numerous brand appeal initiatives aimed at driving the growth of the brand countrywide.

“We have been partners in the exiting growth journey of The Famous Grouse brand in Kenya for five years now and remain committed todriving further growth by allocating more resources within our vast national distribution network,” said WOW Beverages Chief Operating Officer, Nyawira Kariuki.

The new look the brand is designed to enhance the true character and evocative features of the brand.

“The red grouse is a treasured icon and the updated pack puts the bird at the heart of the design with its return to its natural environment in the Scottish outdoors, underpinning the authentic and timeless characteristics of Scotland’s favourite whisky,” adds Mr. Brown.