52-53_sb_jul_new products:Layout 1 21/7/08 10:39 Page 52
NEW PRODUCTS
THE LATEST SPIRITS TO MARKET
Gloopy is the word,
Snow Grouse is the
name of the bird
Patience Gould talks to Edrington’s brand
heritage director Derek Brown about the launch
of the blended grain whisky Snow Grouse
HARD ON the heels of the casks before being gently grain whisky – and the
successful launch of Black chill-filtered.” brief was a blend that
Grouse, the Edrington Nearly a year in would stand up to the
Group is debuting Snow development, Snow freezer and taste good at
Grouse. Still a blended Grouse is the result of one room temperature.
Scotch, the point of of those “Aha” moments Initially Snow Grouse will
difference is that this is a that occurred in the tasting be launched into the travel
grain whisky and – unlike room along with master retail arena and then after
its sister brands Black and blenders John Ramsay and six months of taking stock
Famous Grouse – does not Gordon Motion. “We were will be rolled out into taste and lighter colour it’s more emphasis on Islay
contain malt whisky. just looking at the whiskies domestic markets. “This is fantastic to mix – so will be malts making it more
However, the major point in Famous Grouse, asking a new taste experience, good on the cocktail complex as well as
of difference is that this is ourselves why it tastes so and we felt duty free was circuit.” smokier) and Snow
the first ever Scotch good,” says Brown. the right call as the Presentation-wise Snow Grouse both carry a
whisky that has been “We were tasting in consumer is more Grouse is – as the name premium of about 25%
specially created to be coloured glasses interested in new and already suggests – above Grouse’s on-shelf
served “seriously chilled” and came across different brands,” says unmistakably one of the cost – and Snow Grouse
– that is straight from this one, and it Brown. “We’ve had the Grouse family, although it has a recommended
the freezer. transpired it was a Frozen Famous chill comes in a frosted bottle – duty-free price tag of
“This is a celebration grain whisky – machine out in the market the “bird” is perched firmly €19.99. “We now have
of grain whisky – and I realised for a while – it chills the in the middle of the label Scotland’s number one,
and it’s very clear it then that the whisky down to minus 18 with Isle of Skye Coulin flanked by two very
is a Scotch, which sweetness in degrees and it alters the mountains as the different styles of whisky
comes in at 40% the Famous composition – it reduces backdrop. As with Grouse, appealing to a
abv,” says Grouse comes the aromas, but enhances and the recently launched wide range of
Edrington’s brand from the grain the flavours in the mouth – Black Grouse, the Snow consumers,” says Brown.
heritage director whisky – it was it’s more gloopy.” Grouse – or Ptarmigan Famous Grouse itself
Derek Brown. “It’s a like a bird In spite of the frozen (Lagopus mutus) is an is now exported to over
blend of grain spirit waiting in the serve aspect Edrington is existing bird breed, and its 100 countries around the
which has been wings.” not advocating that Snow plumage during the winter globe, and the brand is
matured in oak Following the Grouse should be served months develops an the world’s fifth blended
eureka as a shooter. “Research additional layer of white whisky. In the main it is
experience the has shown that it will be feathers for extra warmth, wired into the Maxxium
blending team very appealing to the perfect bird for empire as Edrington was
set about consumers who are suggesting “the seriously one of the founding
launching a already drinking brown chilled” message. members of the
light, and spirits,” says Brown. Black Grouse (which is a international distribution
sweet tasting, “However, with its sweeter blend of Grouse but with company. sb
52
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76