The Famous Grouse's Slogans & Taglines

The Famous Grouse is a blended Scotch whisky first produced by Matthew Gloag & Son in 1896, named after the red grouse that adorned its label. The brand gained international prominence during the 1920s US Prohibition era, when shipments to Canada and Latin America surged. By the 1960s, exports to America alone reached 12 million proof gallons. After Highland Distillers acquired the company in 1970, the Edrington Group took ownership in 1999. The portfolio spans the flagship Famous Grouse, the peated Smoky Black (formerly Black Grouse), the premium Naked Grouse, and Sherry Cask Finish expressions. The recipe draws from distinguished malts including The Macallan and Highland Park. Slogans evolved from the traditional "Quality in an age of change" to the animated "Famous for a reason," and more recently to "Perfectly balanced," "Smooth," and "Full of Character," reflecting a shift toward younger, accessibility-focused consumers. Today, it sells 2.7 million cases annually across 70 countries, with the UK accounting for 45% of volume.