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MD, The Famous Grouse

Aristotelis Baroutsis

"The relationship between The Famous Grouse and its consumers has kept the brand resilient"

The Famous Grouse is a brand with 125 years of history, known and loved in a way that few other Blended Scotch Whiskies can match.

This relationship with our consumers has kept the brand resilient and allowed it to perform consistently in a category that has faced long-term challenges.

During the financial year to 31 March 2021, The Famous Grouse proved resilient in its core markets across northern Europe, and particularly in its home market, where it has been the number one Scotch whisky for more than 40 years.

The brand saw a change in its mix of sales across markets. Much of the sales volume lost - due to the lack of travel and tourism, and the closure of bars and restaurants - was regained through increased sales in retail and online. However, the proportion of sales in less profitable markets increased, and as a result, the brand's profit contribution lagged behind its volume sales.

We are encouraged by the success the brand is building online; The Famous Grouse is now the number one brand sold online in the UK across all spirit categories*. 


* Kantar Worldpanel, 16.5.21