Famous Grouse whisky supports blackgrouse

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By Selena Masson, Shooting Times

Tuesday, 03 June 2008

Whisky drinkers can help save the blackgrouse following the launch of a new brand of "Grouse"

The Famous Grouse whisky announced this week that it has launched a new whisky called The Black Grouse and teamed up with the RSPB to help save the threatened birds.

Money raised from the whisky sales will be invested in long-term solutions to help conserve the bird, including native tree planting, the removal of non-native trees and the restoration of boggy areas
in order to create forest-edge habitat of diverse structure and character.

The new whisky is a blend of The Famous Grouse mixed with Islay malts to create a rich smoky, peaty taste. It will be appearing in pubs, clubs and bars throughout the country from July, and will also be available exclusively at Sainsbury’s from June to December before going on general release. For every bottle sold a donation of 50 pence will go directly to the RSPB to fund urgently required conservation work on up to 85,000 acres of land in Scotland, England and Wales.

Gerry O’Donnell, director of The Famous Grouse said: “With the original brand The Famous Grouse being named after Scotland’s national gamebird, it is only fitting that Scotland’s No.1 whisky is paying homage to another unique bird. As an organisation that already supports a number of good causes and is very proud of its Scottish outdoor roots, we felt this provided a great opportunity to further conservation work whilst enjoying a great dram.”

The Black Grouse whisky is already an award winning whisky, having been listed as The Best New Scotch Blended Whisky in Jim Murray’s 2008 Whisky Bible. You can find out for yourself — it is available throughout Sainsbury’s stores from Sunday 8 June and is priced at £15.49.