3 - The Famous Grouse Experience

Transcription

PRESS PACK
PRESS PACK
Contents
1 OUR FAME IS SPREADING
Scotland’s ‘Best Loved’ for the past 30 years
2 FIFTEEN FACTS OF FAME
Some headline facts and figures
3 FAME AND FORTUNES
The history of Scotland’s best-selling whisky
4 RICH AND FAMOUS
Creating our full, smooth blend
5 FAMOUS PHRASES
Some expert opinions
6 FAMOUS NAMES
Our famous range
7 CLAIMS TO FAME
Our complete range of whiskies
8 A FAMOUS LIMITED EDITION
The Famous Grouse 30 year old
9 FAMOUS FRIENDS
The Famous Grouse meets a range of mixers
10 FAMOUSLY DIFFERENT
Our tradition of innovation
11 FAMOUS ON TV
Our much-loved ad campaign
12 FAMOUS FACES
The people behind our whisky
13 A FAMOUS LANDMARK
The Famous Grouse Experience
14 OUR FAMOUS PARENTS
The Edrington Group
15 OUR FAMOUS IMAGERY
Some of our famous images
www.thefamousgrouse.com
1
OUR FAME IS SPREADING
Scotland’s ‘Best Loved’ for the past 30 years
INTRODUCTION
A BRAND APART
What is it about The Famous Grouse? How has it
kept its place as Scotland’s best-selling whisky for
over 30 years? Why is this one of the world’s
greatest drinks?
Then there’s the name. When you’re called The Famous
Grouse, you can’t help but stand out in the crowd
of straightforward surnames like Bell, Ballantine and
Teacher. One can’t help feeling that Matthew Gloag,
the founder and the man responsible for the name,
knew a thing or two about ‘modern’ branding, even
back in 1905.
It must have something to do with the blend – a secret
combination of fine single malts that includes two of
the world’s most revered: The Macallan and Highland
Park. Scots clearly cherish the rich, smooth, character
produced by this unique blend.
And, no doubt the ageing process plays its part.
The Famous Grouse is nurtured in the best wood
casks. In fact, we continue to use more sherry casks
than anyone else in the industry to deliver a smoother,
more rounded whisky.
The company certainly knows its marketing now: the
simple wit of The Famous Grouse advertising campaign
has been one of the best-loved on TV since 1996.
And how many whiskies allow you to print your own
name on the label? The enormously popular promotion
that has customers creating labels like ‘The Famous
Andrew’ and ‘The Famous Dad’ remains a benchmark
of confident, imaginative brand-building.
FAR AND WIDE
FAMOUS FOR A REASON
But there’s so much more to the story of The Famous
Grouse. For a start, its fame has spread much further
than Scotland. Today, it’s a global brand, exporting to
over 100 countries worldwide. It’s top of the Scotch
in Sweden, Norway and Denmark. It’s also one of
the top three blended whiskies in Finland, Germany
and The Netherlands and the fastest growing blended
whisky in Portugal.
The story of The Famous Grouse is as rich and
absorbing as the whisky itself. It stretches back to
1800, when the little local store of Matthew Gloag &
Son opened in Perth, Scotland. The 200-year journey
from that shop to a worldwide brand boasting a range
of exceptional whiskies is told in these pages, along with
a host of useful facts, figures, stories and ideas from the
world of The Famous Grouse.
How did a blended whisky end up with its own
distillery – let alone the oldest in Scotland? How do the
young people of Greece drink their Famous Grouse?
What exactly is a sherry cask, and why does it matter
so much?
These questions, and many more, are answered in this
pack. In fact, it should tell you pretty much everything
you need to know. But if you’d like to find out more,
please feel free to call our press office any time on
+44 (0) 1738 493 777 or e-mail:
[email protected]
2
FIFTEEN FACTS OF FAME
A few things you might not know about The Famous Grouse
1. The Famous Grouse has been Scotland’s best
loved whisky for the past 30 years.
8. In Scotland, on average, three drams of
The Famous Grouse are drunk every second.
2. We produce more than 30 million bottles
of The Famous Grouse every year.
9. The details of our blend are a jealously-guarded
secret. All we’ll say is it’s built around two of the
world’s most revered malt whiskies: The Macallan
and Highland Park.
3. The Famous Grouse is the sixth best selling
Scotch Whisky in the world. Source: IWSR 2009
4 . The Famous Grouse is sold in more than 100
countries worldwide.
5. The Famous Grouse was joined by its rakish
cousin, The Black Grouse in 2007. It’s a rich blend
with additional peaty malts in Scotland’s Favourite
whisky.
6 . The Famous Grouse is the best-selling Scotch in
the Nordic region (specifically Sweden and Norway)
and has been the fastest growing blended whisky in
Denmark for the last five years.
7. In Mediterranean countries such as Greece,
Portugal and Spain, The Famous Grouse is drunk
long with mixers by the younger generation.
10. Since its debut in 1996 our famous grouse
has starred in 27 instantly recognisable TV
commercials and become Scotland’s favourite bird.
2
11. In 2008, The Snow Grouse became the latest
addition to The Famous Grouse family. Best served
seriously chilled, this blended grain whisky has a
sweet, vanilla finish.
12. Each 20-second ad takes four months to
create. Along the way we have worked with some
of the best in the business including the acclaimed
creators of the BBC’s ‘Walking with Dinosaurs’
programme, who were responsible for the expert
animation of our bird.
13. The red grouse on our label was originally
drawn by Philippa Gloag, in 1869.
14. Our sponsorship of Scottish Rugby has been
running since 1990 – one of the longest in sporting
history. Today, we are the ‘Spirit of Scottish Rugby’
sponsor after being team sponsor for 17 years.
15. Scotland’s oldest distillery, Glenturret, is the
spiritual home of the brand. It’s also home to The
Famous Grouse Experience, winner of both a
BAFTA and a five-star Visit Scotland award, which
has made it Scotland’s most visited distillery.
33
FAME AND FORTUNES
1800 – 1842
From local store to royal supplier
As the 19th Century opened, so did a modest
grocery, wine and spirits store at 24 Atholl Street,
Perth, Scotland. Matthew Gloag’s intention was simply
to serve the local area, but his professionalism and
nose for wines, developed as butler and cellarman at
Scone Palace, meant his reputation soon spread.
In 1842, he was invited to cater for a banquet in
honour of Queen Victoria and Prince Albert’s
State Visit to Scotland.
1870 – 1905
From wines to whiskies
Matthew was succeeded as head of the business by
his son William in 1870. Clearly a canny businessman,
William made the most of reductions in import duty
to boost the company cellars, investing in fine vintage
French wines. He also appreciated whisky, describing
it as an ‘exhilarating’ drink, ‘invaluable in repairing the
exhausted forces of nature.’
In 1874, William’s nephew, another wine connoisseur
and another Matthew, went to work in Bordeaux.
It was the beginning of a 22-year education in fine
wine that was to prove invaluable in perfecting
The Famous Grouse.
Atholl Street
In 1896, he returned to take over the company, and
entered the flourishing market for blended whiskies.
This was also the year that Matthew’s daughter,
Philippa, drew the red grouse for the label, which
was to become the whisky’s distinctive trade mark.
Over the following years, Matthew’s ‘Grouse Brand’
blended whisky would, as planned, become a firm
favourite among sporting gentlemen drawn to the
Highlands by the hunting, shooting and fishing.
Early Grouse Labels
3
FAME AND FORTUNES
1905
From Grouse to Famous Grouse™
1920 – 1939
Prohibition no obstacle
The success of Gloag’s ‘Grouse Brand’ Whisky was
now so great that its name eclipsed that of its owner.
Clearly one with an eye for marketing, Matthew Gloag
decided to ‘rebrand’ – and to do so on ‘The Glorious
Twelfth’: August 12. At the stroke of midnight, the name
was re–registered as ‘The Famous Grouse’, making ‘The
Glorious Twelfth’ our brand’s official birthday.
The development of whisky bottling widened Gloag’s
reach considerably. By the mid 1920s its whisky – now
the company’s primary product – was being exported
around the world. Not even US Prohibition could stop
the growth, as Willie turned to new, eager markets in
Caribbean countries.
Prohibition ended in 1933, and by 1936 the business had
grown so much that Willie opened a bonded warehouse
and bottling line at 44 Kinnoull Street, Perth. This huge
new warehouse proved a wise investment: when war
was again declared in 1939, Gloag’s had enough whisky
in reserve to last a dozen years.
The Glorious Twelfth
1907 – 1919
Expansion, even in wartime
By 1907, business was booming enough for Matthew to
build a magnificent new Head Office, ‘Bordeaux House’,
in Perth, with over a quarter of an acre of cellarage.
And, in 1910 he retired to make way for his son, the
third Matthew Gloag (known as ‘Willie’).
Exporting to the West Indies
When war broke out in 1914, Willie went to fight,
leaving his wife, Nellie, in charge. Much more than
a mere caretaker, Nellie proved so successful the
accountants advised her to ‘keep sales down as much as
possible’, to avoid wartime Excess Profits tax.
Bordeaux House
3
FAME AND FORTUNES
1945 – 1970
The end of an era and a new beginning
After World War Two, Willie’s son Matthew Frederick
– the fourth Matthew Gloag – travelled widely,
developing considerable business in North America
and Africa.
By 1965, the company had extended its cellars, and
bought new premises alongside the existing bonded
warehouse.
In 1967, Matthew Gloag joined the company, continuing
six generations of family tradition. However, after
Matthew’s parents died within a short period, Matthew
Gloag & Son Ltd, the original blender of ‘Grouse Brand’
Whisky, was sold in 1970 to Highland Distillers.
1970 – 1990s
Becoming Scotland’s number one whisky
In 1979, the company sold a record one million cases
of The Famous Grouse, and by 1980 it was Scotland’s
brand leader. 1989 saw a new record, with over two
million cases shipped. The trend continued, and during
the 1990s, The Famous Grouse grew by an enormous
25% – twice the rate of the premium Scotch sector.
It was during this time, 1st January 1984 to be exact,
that we were awarded The Royal Warrant, allowing
us to display the Royal Crest on every bottle of The
Famous Grouse - the ultimate seal of approval.
1996 – 2002
A TV star and a world famous brand
In 1996, the first of the long–running Famous Grouse
TV commercials hit our screens, clearly setting the
brand apart from its competitors. In 1999 the company
shipped over 2.5 million cases, and by the early 2000’s
The Famous Grouse had gained ‘Impact Hot Brand’
status – the only Scotch whisky in the top 15.
2002 – 2006
In 2002, Scotland’s oldest distillery, Glenturret, became
home to The Famous Grouse Experience – a unique,
interactive distillery experience – and spiritual home
of the brand. The Experience immediately scooped
the 2002 BAFTA Interactive Entertainment Award.
Meanwhile, business continued to grow, with over
three million cases shipped in 2006.
2007 – 2009
New breeds join the family
During 2007 and 2008 The Famous Grouse was joined
by two new additions to the range. Firstly in 2007, The
Black Grouse, a combination of the existing blend with
smoky, peaty malts, was launched in Sweden to much
acclaim. It has since won several awards including Gold
at the International Spirits Challenge in 2008 as well as
being named Best New Scotch Blended Whisky in Jim
Murray’s Whisky Bible 2008.
This was closely followed by The Snow Grouse, in
2008. A blended Scotch grain whisky, and the first
Scotch designed to be served (seriously) chilled.
As a result, 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.
Two great additions to the Grouse family!
Today, you’ll still find Matthew Gloag’s signature on
every bottle, commemorating the Gloag family tradition
that has made The Famous Grouse a best-seller around
the world.
2004-2010
The Famous Grouse Malt range
The award winning Famous Grouse malt range was
launched in Taiwan in 2004. Crafted by our previous
Master Blender, John Ramsay, the range included
10,12,15, 18, 21 and 30 year old expressions. The range
received 14 separate awards over six years, the most
illustrious of which was at the International Spirits
Challenge in 2007, where The Famous Grouse 30 year
old malt took the Trophy Award, Gold Medal
and Champion.
4
RICH AND FAMOUS
Some of the secrets behind our full, smooth blend
Wooden Barrels 1925
A SECRET COMBINATION
Exactly which malts go into The Famous Grouse
is a closely–guarded secret. Suffice to say that we
build our blend around two of the world’s finest:
The Macallan and Highland Park. We focus on quality
rather than quantity, carefully selecting each whisky
for its contribution.
THE POWER OF WOOD
William Gloag, our founder, discovered that maturing
his whisky in sherry casks created a smoother, more
rounded flavour. That’s why, while other distillers use
cheaper bourbon casks, we still use more ex–sherry
casks than any other Scotch whisky maker. They may
cost ten times as much, but as William Gloag said back
in the 1870s, they are ‘of unpurchaseable benefit’.
THE IMPORTANCE OF
A LASTING MARRIAGE
The marrying process allows the individual malts, grains
and water in our blend to interact. When we add water
to the whisky, to reduce the strength for bottling, this
forms a haze. Many producers bottle their whisky at this
point, which means you have to filter it very harshly to
clear the haze and ensure a bright colour. That means
filtering out some of the natural flavour particles
that give the whisky its distinctive flavour and mouth feel.
So instead, we allow the marrying process to stretch
for up to six months, producing a whisky as rich and
smooth as it is clear and bright.
It is of paramount importance that only the very best materials
that can be procured should be used in the manufacture
of whisky. When these only are used and when the whisky
has been sufficiently matured in sherry casks (which are of
unpurchaseable benefit to it), there can be no more wholesome
spirit, and in purity, fragrance and ease of digestion it is superior
to the finest French brandy.
William Gloag 1870s
Every cask is nosed every time it’s used, and if its special
qualities have been used up, we replace it. Costly it
may be, but the cost of dropping our standards would
be far higher.
Cooper Toasting Our Casks
35
FAMOUS PHRASES
Critics find little to criticise in The Famous Grouse
A lovely blend from the top drawer. This has long been
a favourite in Scotland and who can wonder why?
Beautifully structured with superb interaction between
the subtle malt and the big, fruity grain. In many ways it
is a role reversal of the standard blend where the malts
have the biggest say. A quite brilliant blend.
Jim Murray
Classic Blended Scotch
“The Famous Grouse, the biggest selling
whisky within Scotland – it is a splendid blend,
with a restrained sweet maltiness and a hint
of sherry in its long finish... a cult blend in
Scotland.”
Michael Jackson
The World Guide to Whisky
Founded in the 1800s, Grouse is the biggest selling brand
in Scotland. It is skilfully blended to produce a robust,
characterful taste with delightful flavours of honey, nutmeg
and a touch of sea salt.
Glasgow Daily Record
“Strong but mellow, perfectly balanced and
always consistent.”
George Melly
The Evening Standard
It has always been my ambition to discover the formula of
Famous Grouse.
Andrew Jefford
The Evening Standard
“A perfect example of the blender’s art.”
Ian Wisniewski
Yorkshire Evening Post
Consistently good so smooth and sweet that it slips
down almost too well.
Giles Kime
The Sunday Telegraph Magazine
“A subtle, smooth and gently smoky nose with
hints of sweet sherry wood and mild peatiness.
The same character shows on the palate
alongside ripe red fruits. A crisp refreshing
finish. Well balanced. Still the finest standard
blend on the market.”
Dave Broom
Whisky: A Connoisseur’s Guide
Famous Grouse comes across just like the warm, friendly
companion it seeks to portray itself as.
Roger Trapp
The Independent on Sunday
36
FAMOUS NAMES
A family of flavours…
36
FAMOUS NAMES
Our famous range
THE FAMOUS GROUSE
FINEST BLEND
Scotland’s favourite whisky is a blend crafted from the
finest malt whiskies, such as The Macallan and Highland
Park, married with exceptional grain whiskies, for the
smoothest possible taste. It is characterised by a full,
golden, bright appearance and its balance of flavours, with
a hint of citrus fruit, provide the distinctively long and
clean finish.
APPEARANCE: full golden, clear and bright
AROMA: well balanced oak, sherry with a citrus hint
TASTE: medium full flavour, mature, Speyside fruitiness
FINISH: good length, clean and medium dry
36
FAMOUS NAMES
Our famous range
THE BLACK GROUSE
The Black Grouse combines our famous blend with
specially selected peated malts to create a rich, dark,
russet whisky with a rich, soft, smoky nose. On the palate,
the peaty character comes through in spice and dried fruit
flavours, and smoky oak that leaves a long aromatic finish.
APPEARANCE: dark, russet golden, clear and bright
AROMA: smoky, soft, musky, rich and full
TASTE: full flavour, spice and dried fruits, smoke through
the oak, with all The Famous Grouse smoothness
FINISH: long, smoky and aromatic
Awarding The Black Grouse 94 points (out of 100) in
his Whisky Bible 2008, Jim Murray described it as a ‘real
treasure’ and of the finish he said that it was “so gentle,
with waves of smoke and oak lapping on an oaky shore….
brilliant.”
Jim Murray - Whisky Bible 2008
www.black-grouse.com
36
FAMOUS NAMES
Our famous range
THE SNOW GROUSE
The Snow Grouse whisky is unlike any other. Matured
in oak casks and gently chill filtered in a unique filtration
process. The Snow Grouse is the first Scotch whisky that
is perfectly at home in severely cold conditions. Quite
simply it’s a cool taste explosion served seriously chilled
straight from the freezer.
APPEARANCE: Straw, clear & bright
AROMA: Soft creamy vanilla, cloudy honey,
nutmeg and lightly oaky
TASTE: Smooth and sweet vanilla fudge
FINISH: Sweet and lingering
“The Snow Grouse exemplifies what grain whiskies can
achieve, offering elegance while also delivering a range of
great flavours with a sense of style and sophistication.”
Ian Wisniewski, leading spirits writer
6
FAMOUS NAMES
Our famous range
THE FAMOUS GROUSE
MALT
THE FAMOUS GROUSE
12 YEAR OLD MALT
We let the finest Scotch malt
whiskies mature at their own pace,
before individually selecting the
casks that will combine to create
The Famous Grouse Malt.
The light colour is matched by a
delicate floral nose, that opens up
into a fully-fledged but youthful
Speyside sweetness.
A mellow golden colour is more than
matched by this malt’s soft, oaky,
citrus nose, the silky-smooth flavour
of soft fruit and beautifully balanced
oak, with a long, warm finish.
THE FAMOUS GROUSE
15 YEAR OLD MALT
THE FAMOUS GROUSE
18 YEAR OLD MALT
An incredibly smooth malt whisky
whose maturity glows in its rich,
golden colour. The powerful bouquet
combines deep sherry with a flavour
of candy apples that follows through
in the mouth, accompanied by soft,
mellow vanilla.
The years of maturing show in the
rich, dark amber colour of this fullflavoured whisky. A rich bouquet of
jasmine and soft oak gives way to a
palate of spices and dried fruit for
a deeply satisfying dram.
37
CLAIMS TO FAME
Feathers in the cap of The Famous Grouse
We’ve always known The Famous Grouse was one of the world’s great drinks. Even so, it’s nice
to know that the industry’s leading experts consistently agree with us.
THE FAMOUS GROUSE
THE BLACK GROUSE
Scotch Whisky Masters 2009 – Gold Award
Scotch Whisky Masters 2008 – Silver Award
San Francisco World Spirits Competition 2008 – Silver Medal
International Wine and Spirits Competition 2007 – Silver Medal
Scotch Whisky Masters 2009 – Gold Medal
Scotch Whisky Masters 2009 – Best Premium Blend –
Silver Medal
International Spirits Challenge 2008 – Gold Medal
International Spirits Challenge 2007 – Silver Medal
THE FAMOUS GROUSE 30 YEAR OLD
BLENDED MALT
THE SNOW GROUSE
Scotch Whisky Masters 2009 – Gold Award
International Spirits Challenge 2007 – TROPHY AWARD,
GOLD MEDAL AND CHAMPION
International Wine and Spirits Competition 2007 – Gold Medal
(Best In Class)
International Spirits Challenge 2006 – Bronze Medal
San Francisco World Spirits Competition 2006 – Bronze Medal
Starpack Award 2009 – Silver in Drinks Design Category
Drinks International – Best Blended Whisky 2008
Duty Free News International – Highly Commended Best
New Liquor and Wines Product 2008
BLENDED MALT
These are the ‘Oscars’ of the international drinks industry.
The judging is fierce: a two-stage process including blind tastings by
variety, region and vintage, as well as detailed chemical analysis.
International Spirits Challenge 2007 – Bronze Medal
San Francisco World Spirits Competition 2008 – Gold Medal
San Francisco World Spirits Competition 2006 – Gold Medal
BLENDED MALT
THE FAMOUS GROUSE GOLD RESERVE
INTERNATIONAL WINE
AND SPIRITS COMPETITION
SAN FRANCISCO WORLD SPIRITS
COMPETITION
Founded in 2000, this competition is the United States’
first comprehensive, international spirits awards to be held
on an annual basis.
INTERNATIONAL SPIRITS CHALLENGE
Across the world, buyers and consumers rightly regard the ISC
Awards as hallmarks of guaranteed quality. Launched in 1995, these
awards boast the most highly-qualified wine and spirits judges of any
competition in the world. The spirits judges, who include blenders,
distillers, importers and journalists, taste almost 1,000 different
brands, with each blind tasting judged by those with particular
expertise in the relevant area or style. It’s a famously rigorous and
entirely independent process, making these medals among the most
prized in the industry.
38
A FAMOUS LIMITED EDITION
The Famous Grouse 30 year old
To mark The Famous Grouse enjoying 30 years as Scotland’s best
loved whisky, the final 1980 bottles of The Famous Grouse 30
year old malt are now available in a limited edition gift box.
Destined to become a collector’s item, the precious final bottles
each bear a seal confirming that they are one of the last 1980
bottles ever to be produced, along with a certificate signed by
Ex-Master Blender John Ramsay, the creator of the malt range.
Worth every year of its long maturing, this deep amber coloured
whisky releases a bouquet packed with pineapple, citrus oil and
cedar wood. The rich, sweet palate is just as satisfying, shot
through with oak and mixed peel. And as you’d expect of such
a well-aged whisky, it leaves a lingering, rich, sweet finish.
“The Famous Grouse 30 year old blended malt was one of
my proudest achievements during my career, and I’m pleased
to know that these last remaining bottles will receive an
extra special farewell.”
John Ramsay, Master Blender (1991-2009).
MAIN MARKETS:
CYPRUS, TAIWAN, BRAZIL, NETHERLANDS, NORDICS
Also available in the UK from www.thefamousgrouse.com
39
FAMOUS FRIENDS
Our blend is not just well mixed – it also mixes well
FAMOUSLY SMOOTH
NEAT OR ON THE ROCKS
A measure of The Famous Grouse served in
a large tumbler. Try over ice or with a dash
of cool still water.
FAMOUSLY ZESTY
GROUSE AND SODA
Fill a highball glass with ice, squeeze and
drop in a lime wedge, pour in a measure of
The Famous Grouse and top with soda water.
FAMOUSLY REFRESHING
GROUSE AND APPLE
Fill a highball glass with ice, drop in a
slice of fresh lime, pour in a measure
of The Famous Grouse and top with
sparkling apple.
FAMOUSLY SPICY
THE GINGER GROUSE™
Squeeze a wedge of lime into a highball glass.
Pour a measure of The Famous Grouse over
the lime and fill with cubes of ice. Lengthen
to taste with spicy ginger beer or ale and stir.
10
FAMOUSLY DIFFERENT
A brand ahead of its time since 1896
Innovation has been at the core of our business ever since Matthew Gloag chose to name his whisky
after Scotland’s national game bird, rather than simply giving it his family name (as was the tradition
at the time). It was the birth of a brand that, ever since, has been ‘famously different’.
OUR TV CAMPAIGN
There is no clearer expression of the brand’s distinctive
character than in our long–running TV campaign. Since
its launch in 1996, it has featured in more than 27
different acclaimed commercials. ‘The Quality Finish’,
which first aired in 2003, was voted second most–loved
TV commercial by listeners to BBC Radio 4.
YOUR OWN LABEL
In 2006, our team developed a revolutionary promotion
that remains a benchmark of ingenuity, reinforcing the
brand’s premium status and capturing the imagination
of consumers, retailers, international markets and the
media alike.
Making a claim to fame a reality, the team created
the ‘Personal Touch’ concept, enabling consumers to
personalise the bottle with their (or someone else’s)
name, like ‘The Famous Dad’ or ‘The Famous Hugh’.
Special labels showing celebrities’ names created a PR
bonanza.
Launched for Father’s Day 2007, the promotion
strengthened the brand’s unconventional reputation and
marked it out even more clearly among other blended
whiskies. Its success has been replicated around the
world, with ‘The Famous Pai’ appearing in Portugal, and
‘The Famous Papa’ in Belgium. In markets like Brazil,
where the custom is to have one’s own bottle at the
bar, customers can now have their bottles personalised
and placed on display.
THE SNOW GROUSE – FROZEN
SERVE MACHINE
Inspired by a local Finnish custom, The Frozen Serve
machine is another remarkable innovation from The
Famous Grouse. The Frozen Serve machine features a
unique ‘frozen bottle’ on the bar to attract curiosity.
Intrigued customers are served The Snow Grouse at
-18°C, discovering a super-chilled, silky smooth drink.
The aroma of the whisky is suppressed by the
temperature, leaving the rich flavours to release in
the back of the mouth as the whisky warms up.
11
FAMOUS ON TV
Our ground–breaking ad campaign
Our TV ads are now an established favourite with
audiences around the world. So it’s easy to forget just
how innovative the idea was when it first launched.
THE STRATEGY
At a time when other brands were pulling in their
marketing horns, we decided to invest in an advertising
platform that would engage consumers and make them
love the brand. One that would be innovative and
distinctive enough to make The Famous Grouse stand
out from the crowd.
Instead of looking to consumers, and attempting to
reflect every passing fad and fancy, we instead turned
to our own brand for inspiration. The result was a
campaign, quite literally, with legs. One that has proved
impervious to changing trends, rooted as it is in the
classic values of the brand itself.
THE CONCEPT
As is now well-known, we turned the grouse from our
label into a brand vehicle that would engage consumers
and inspire affection, giving The Famous Grouse added
impact at the point of purchase.
The tone of the campaign is critical – it is our way to
express the personality of the brand, and make it clearly
recognisable for consumers. The distinctive music and
stark white background gave the ads real stand-out,
making them both distinctive and memorable.
The campaign has now been successfully exported
to countries as varied as Taiwan, Sweden, the USA,
Hungary and Portugal (where there is no clear
translation for ‘grouse’). Culturally and socially, these
are all very different markets from the UK. But, because
the campaign doesn’t rely on product points or cultural/
consumer-based insights, it works for every audience.
AD FACTS
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with over 30,000 views
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execution across the world
AD FACTS (CONTINUED)
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and is even available as a mobile ring tone
s 4HEGROUSEISANIMATEDBY*ERRY( IBBERT OF( IBBERT
Ralph Animation – also creator of Kellogg’s Frosties’
Tony the Tiger character
s 4HEMUSICFORTHE@
0ERFECTLY# OMPOSED ADWAS
recorded by the Royal Philharmonic Orchestra
at Abbey Road Studios
ON ICE
12
FAMOUS FACES
The people behind our whisky
IMPORTANCE OF THE MASTER BLENDER
The skilled and complex task of creating a marriage that’s consistently
superior is the sole responsibility of the Master Blender. The selection of
Single Malt Whiskies combined with Grain Whiskies is determined by the
Master Blender’s acute sense of smell. By “nosing” each individual whisky
- sometimes as new spirit, he is able to judge which will blend successfully
and those that won’t. He will continue to nose them throughout
maturation, until he is confident that they should be taken forward.
Malt Whiskies vary in nose and taste from cask to cask, which means
that every new blend requires fine tuning to keep each batch of Blended
Whisky exactly the same as the original. The Master Blender is truly one
of the most revered people in our business.
GORDON MOTION
MASTER BLENDER
Gordon travels
widely as our
brand ambassador
Born in 1971, Gordon has always worked in the alcoholic beverage
industry and joined The Edrington Group in 1998 as Quality Technologist.
It was in March 2007 he was appointed Master Blender Designate and
following a two and a half year handover became the Master Blender and
the successor to John Ramsay the doyen of Blenders.
Today, as well as running the laboratory and sample rooms, Gordon
trains the distillery staff in examining casks, new distillates and mature
whiskies. As our brand ambassador Gordon also travels around the world
holding nosing and tastings and is on the judging panel for the prestigious
International Sprits Challenge.
Gordon at work
13
3
A FAMOUS LANDMARK
Scotland’s oldest and most visited distillery, Glenturret, has been the spiritual home of
The Famous Grouse since 2002. As well as being the closest distillery to Perth where the brand
was born, it’s also the site of The Famous Grouse Experience, a BAFTA-winning interactive
journey through every aspect of The Famous Grouse.
Glenturret
HISTORY OF GLENTURRET
A distillery was established at Glenturret in 1775, typical of
many small distilleries that existed in the area around the time
of the Gloag’s whisky business taking off. It was the first of
many drawn to the pure waters of the Turret Burn, but the
only one to survive the depression of the 1830s, after which
trade improved so much that the distillery was expanded,
with larger plant, machinery and warehouses.
In the 1920s, US Prohibition caused another drastic drop in
sales, and the distillery fell into near dereliction until 1957,
when it was bought by James Fairlie. By 1960, he had nurtured
it back into production.
In 1981, one of Glenturret’s customers, Cointreau et Cie,
rescued it from further financial peril, bringing considerable
investment and expansion before selling the distillery to
Highland Distillers in 1990.
OUR VISITOR CENTRE
Over 100,000 people come to our five-star visitors’ centre
every year, and can choose from a range of tours to suit
every taste. And there’s plenty to taste, including every
Famous Grouse malt from ten year old to thirty – direct
from the cask.
WAREHOUSE NO. 9
The first of its kind in Scotland, Warehouse No. 9 offers
guests a detailed insight into the world of The Famous Grouse
by allowing access to areas normally closed to the public. In
a specially built sample room within the bonded warehouse,
up to 12 people get a chance to experience at first hand a
very special tutored nosing and tasting of The Famous Grouse
malt range.
The Famous Grouse Experience is the only place in the
world to sell the entire malt range and now the only place
in the world you can sample it straight from the cask.
THE FAMOUS COOK AND WHISKY SCHOOLS
Visitors can choose to spend a day at the distillery attending
either The Famous Cook School or Whisky School. The
Famous Cook School takes visitors through the art of how
to marry whisky and food. After undertaking the malt whisky
nosing challenge, our Executive Chef, Steven Craik will
demonstrate how to create a complete three course meal
before guests recreate each dish for their own lunch – to be
accompanied by two of our whiskies.
The Famous Whisky School involves a day with distillery
manager Neil Cameron, learning every aspect of whisky from
selecting the barley, distilling, filling, to nosing and of course
tasting. It also involves a visit to Warehouse No. 9 and ends
with a splendid three course lunch – with a different whisky
to accompany each course.
INTERACTIVE SHOW
After touring Scotland’s oldest distillery take to the sky in
our brand new interactive 3D show – updated in 2009
to include the latest cutting edge technology. Visitors get the
chance to enter into the world of the Grouse, learn more
about the personality of our icon, and even fly
with the grouse over landmarks in Scotland.
14
3
OUR FAMOUS PARENTS
The Edrington Group
The Famous Bottling Line
The Edrington Group is Scotland’s leading international
premium spirits company. The Group owns the leading
blended Scotch whisky, The Famous Grouse as well as
world renowned single malts, The Macallan and Highland
Park.
The Edrington Group is founded on four key values:
Over 840 people are employed at the Group’s five
distilleries and six other sites across Scotland covering
every facet of Scotch whisky including distilling, blending
and bottling.
I N D E PE N D E N C E
The Group also has six wholly owned distribution
companies covering the Nordics, Taiwan and South Korea,
employing around 220 people.
In 2008 The Group acquired a majority shareholding in
Brugal & Co., the market leader in golden rum in the
Dominican Republic, which employs around 1,100 people,
and in April 2010 Edrington finalised an agreement with
Berry Bros. & Rudd (BB&R), to buy the Cutty Sark
blended Scotch whisky brand.
I NTE G R IT Y
I N VO LV E M E NT
I N N OVATI O N
For more information on The Edrington Group please
visit: www.edringtongroup.com
Scotsmen the world over use it
neat diluted and universally
to celebrate the meeting or
parting with friends, confident
that, used in moderation, it will
suit the occasion as nothing else
will do. Millions of men in every
clime have found that these
Scotsmen are right.
Matthew Gloag
Founder of The Famous Grouse, 1896
As a respected member of the global drinks
industry, we are committed to ensuring our
products are promoted in a responsible manner.
Find out more by visiting the Drinkaware website at
www.drinkaware.co.uk
15
3
OUR FAMOUS IMAGERY
The following imagery is available on CD as required
All images are high resolution and suitable for print apart from those marked with a red asterisk ( *).
These are lower resolution and suitable for online reproduction.
TFG_OPNBOTTLE_GLASSES TFG_OPNBTL_GINGER_GROUSE
TFG_OPNBOTTLE
TFG_OPNBOTTLE_GLASS
THE_FAMOUS_FRIEND
TFG_PERSONALISED_FNT_BK
TSG_BOTTLE
TBG_CART
TFGM15_BOTTLE_CART
TFG_BOT_CART_FLAT
TFGM_UNAGED_BOTTLE_CART
TFGM18_BOTTLE_CART
TFG_BOT_CART_FLAT
TFGM12_BOTTLE_CART
TFGM30_BOTTLE_CART
15
OUR FAMOUS IMAGERY
The following high res imagery is available on CD as required
TFG_ON_ICE
TFG_GINGER_BEER
TFG_APPLE
TFG_SODA
ATHOLL_STREET *
GLORIOUS_12TH_POSTER
BORDEAUX_HOUSE *
GROUSE_BRAND_WHISKY_DE_LUXE *
WEST_INDIES *
GROUSE_BRAND_WHISKY *
15
OUR FAMOUS IMAGERY
ON_ROCK_BLOW_UP
GROUSE_SCOTTISH_FACED
GROUSE_ON_ROCK_WINGS_UP
TSG_LOGO
BESTLOVED
STANDING_BLOW_UP
TFG_BOTTLE_GROUSE
STANDING_BLOW_MEDALS
TFG_ LOGO
GROUSE_AND_BLACK_GROUSE
ON_ICE
SNOW_GROUSE_ICON_09
BLACK_GROUSE_ON_ROCK
FAMOUS_GROUSE_LOGO
TBG_LOGO
15
OUR FAMOUS IMAGERY
DISTILLERY_PANORAMIC
ROAD_TO_DISTILLERY
MASH_TUN
WAREHOUSE_FIRKINS *
GROUSE_WINDOW
DISTILLERY_B
COOK_SCHOOL
WAREHOUSE_FIRKIN_WITH_HANDS *
DISTILLERY_A
CASKS_BEING_TOASTED_WITH_COOPER
NEIL_CAMERON_AT_WAREHOUSE_NO9 *
TFG_CASKS
15
OUR FAMOUS IMAGERY
STILL_MAN_ROLLING_CASK
TSG_SPEEDING_DOWN_THE_LINE
BOTTLING_AT_EDRINGTON_GROUP_A
BOTTLING_AT_EDRINGTON_GROUP_B
VIEW_INSIDE_WAREHOUSE_NO9
MASTERBLENDERS_A
MASTERBLENDERS_D
BOTTLING_AT_EDRINGTON_GROUP_C
MASTERBLENDERS_B
MASTERBLENDERS_E
To request a copy of The Famous Grouse video news release, containing footage
from in and around our distillery, as well as interviews with the team including
Master Blender Gordon Motion, please contact our press office on
+44 (0) 1738 493 777 or email [email protected].
TSG_FILLED_BOTTLES
MASTERBLENDERS_F
MASTERBLENDERS_C

3 - The Famous Grouse Experience

Transcription

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