The second-biggest-selling blended Scotch in the UK has ploughed more than £1m into the revamp. A redesigned bottle and packaging will roll out to more than 130 markets.
The grouse icon will take a more prominent position on the labelling, and the bottle will be coloured black and gold to give the product a premium look.
Owner Maxxium UK will introduce the revamp in the UK next month before launching it globally over the remainder of the year.
A global advertising campaign, created by Abbott Mead Vickers BBDO, will support the updated product and will focus on the grouse icon to promote the brand's youthful positioning.
Recent regulatory proposals on alcohol advertising from Ofcom could force Maxxium to rethink its advertising, because the proposals call for a ban on ads that feature animals.
However, Marketing has learned that the company is in talks with Ofcom, arguing that the advertising is acceptable because the Scotch does not appeal directly to teenagers.
As part of its drive to attract younger drinkers, The Famous Grouse will be offering serving suggestions, such as a Game Bird recipe that includes elderflower cordial and apple schnapps.
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