Edrington Group has announced its intention to sell iconic Scottish whisky brand The Famous Grouse to William Grant & Sons, subject to regulatory approval.
Edrington boss Scott McCroskie said the move was driven by Edrington’s strategy to “focus on our core strengths and the growth opportunities in the ultra-premium spirits category.”
The spirits group will also offload its Naked Malt Scotch Whisky brand as part of the transaction.
McCroskie, who is also the former chairman of the Scotch Whisky Association, told the Drinks Business: “We consider this to be the right moment for Edrington to exit the blended Scotch category.”
Calling The Famous Grouse “a well-loved brand that has consistently performed in its category”, he said he is confident that it is “well positioned to succeed as part of the William Grant & Sons portfolio.”
First produced in 1896, The Famous Grouse overtook Jack Daniel’s as the UK’s best-selling whisky in 2020, with value sales topping £71million.
Last year, the brand signed a deal to become the official whisky partner for Scotland Men and Scotland Women rugby teams through to at least 2026.
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