The Famous Grouse, that familiar red grouse on the bottle that's graced many a pub shelf and kitchen cabinet, is changing hands. Its parent company, Edrington, has decided it's time for the brand to fly the coop.

Edrington's stated it's the "right moment" to step back from the blended whisky scene. The blended category, while still massively important, has faced increasing competition in recent years. Meanwhile, the 'ultra-premium' segment – where bottles fetch a pretty penny – is seeing impressive growth. Edrington's looking to focus its energy there, on brands like The Macallan that command a higher price tag and cater to a more exclusive clientele.

So, The Famous Grouse, along with its stablemate Naked Malt, is being passed over to William Grant & Sons. While the sale price remains a secret, we can bet it wasn't pocket change. William Grant & Sons is no stranger to famous names, owning the likes of Glenfiddich and The Balvenie. It's a family-owned company too, which might bring a slightly different flavour to how these brands are managed compared to the larger Edrington.

Edrington, for its part, is betting big on the future of luxury spirits with The Macallan as their crown jewel, along with Highland Park and The Glenrothes bolstering their position in the single malt market. An example of its heavy investment into the future of The Macallan is Edrington’s acquisition of a 50% stake in Grupo Estévez in Jerez, Spain, to guarantee supply of Sherry essential for seasoning The Macallan’s signature Sherry oak casks.

Still, Edrington emphasise that it believed that its blended brands are "well-positioned to continue to succeed" under the leadership of William Grant & Sons.

“This decision is driven by our strategy to focus on our core strengths and the growth opportunities in the ultra-premium spirits category. We consider this the right moment for Edrington to exit the blended Scotch category and focus on our core portfolio of ultra-premium spirit brand. 

The Famous Grouse is a well-loved brand that has consistently performed in its category during the time it has been part of Edrington, and Naked Malt has grown its reputation. I am confident that these brands are well-positioned to continue to succeed as part of the William Grant & Sons portfolio.”

– Scott McCroskie, Chief Executive of Edrington

Back in 1999, William Grant & Sons actually helped Edrington buy Highland Distillers, a move that significantly expanded Edrington's portfolio and gave them ownership of The Macallan. It's almost like a full circle moment, with the companies once again intertwined, though this time with the roles slightly reversed.

So, while we might toast the changing of the guard, rest assured, The Famous Grouse isn't going anywhere. It'll just be under new management, hopefully soaring to even greater heights under the wing of William Grant & Sons.

Kanpai!

88 Bamboo Editorial Team