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The Famous Grouse launches Timorous Beasties designs


A new limited edition carton has been launched by The Famous Grouse which was designed by design company Timorous Beasties as the brand embarks on its Winter Grouse Season campaign ahead of St Andrew’s Day.

The new carton design for the 70cl bottles will be on sale exclusively in Waitrose over the Christmas period, featuring a visual history of the brand and its origins in Perth at Bordeaux House.

Four main markets will distribute the bespoke packaging, including the UK which will see 24,000 cartons released across the country.

Linda Sooprayen, brand manager for Maxxium UK, explained: “The collaboration with Timorous Beasties perfectly captures the character of the brand, and offers a exclusive gifting choice this Christmas – our most important selling period of the year.”

Gerry O’Donnell, director for The Famous Grouse, added: “We are delighted to unveil this collaboration between two unique and creative Scottish institutions. Both brands have similar personalities, showing equal amounts of wit and charm, and the packaging has fantastic stand out on shelf.”

Meanwhile the Winter Grouse marketing activity, partly handled by Frame, is to roll out for St Andrew’s Day and beyond through to the Six Nations Tournament in February.
The Famous Grouse and The Black Grouse brands will see TV and online adverts released as well as the first cinema advert created for The Black Grouse.

As well as an above-the-line campaign, forty stockists will take part in further in-bar activity for St Andrews Day and will also be included in a dedicated PR campaign to be handled by The Big Partnership which will see them included in a listings supplement by The Daily Record.

The brand will also promote St Andrew’s Day with a campaign of consumer engagement across the central belt in November with commuters at Edinburgh Waverly and Glasgow Central being directed to participating venues.

POS kits containing high visibility items such as bunting, posters and banners are being supplied to help outlets celebrate St Andrew’s Day. A promotional mechanic offering consumers the chance to redeem a Famous Grouse scarf will also be launched.

The Famous Grouse will also utilise merchandise with gifting and display within the Cash & Carry and convenience sector, by distributing The Famous Grouse gift box to these accounts in order to support its key off trade outlets. This will include the limited edition Timourous Beasties carton.

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Friday, January 19, 1:34 pm

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