Famous Grouse adds dark blend in RSPB tie

FMCG

Gemma Charles

June 03, 2008

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Famous Grouse adds dark blend in RSPB tie

LONDON - Scotch whisky brand The Famous Grouse is rolling out a dark blend in the UK as part of a long-term corporate social responsibility tie-up with the Royal Society for the Protection of Birds (RSPB).

The Black Grouse, which is already available in other markets, launches this week in the UK.

According to Maxxium, which handles the marketing and distribution of the whisky, The Black Grouse will appeal to consumers who want a fuller-flavour whisky.

For every bottle sold, the drinks company will donate 50p to the RSPB's campaign to save the endangered black grouse.

The partnership marks the beginning of a long-term fundraising pledge by the charity and Maxxium.

Lee Walker, Maxxium UK brand manager for The Black Grouse, said: 'Environmentalism is becoming a touchstone issue for consumers. The Black Grouse's partnership with the RSPB offers individuals a simple way to help make a difference and secure the future of this iconic bird.'

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