Edrington Group launches Black Grouse in India

Written by Carol Emmas

Friday, 09 October 2009

The Edrington Group has launched its premium brand Black Grouse into the growing Indian spirits market.

Initially available in Delhi, the company that owns The Famous Grouse, The Macallan, Cutty Sark and Highland Park Single Malt, say launches in other cities will follow.

Brand heritage director, Derek Brown, said: "We see India as a growing market and there is a trend towards fuller flavoured whiskies and we feel The Black Grouse delivers this on all levels. It will give drinkers keen to embrace a stronger peated whisky the opportunity to try this from a trusted premium brand."

The aim is to cash in on "aspirational" drinkers in India who are the largest consumer buyers of Scotch whisky. Sales reached over a million cases last year, which industry professionals say is only the beginning of a highly lucrative market.

The Black Grouse will be priced at Rs 2,250 per 750 ml bottle.