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Annual Report 2022 - The Famous Grouse


MD, The Famous Grouse

Tellis Baroutsis

"The Famous Grouse is a powerful and resilient brand with momentum"

The Famous Grouse has been a well-loved brand for 125 years, and after several challenging years we are seeing good momentum, with the brand performing particularly well in its core markets. In the UK we are continuing to see excellent performance and The Famous Grouse is now the number one spirits brand in Sweden across all categories.

The good performance that we have delivered in the past year has allowed us to increase investment in the brand and build a foundation for new growth opportunities.

This year we have launched two exciting new premium expressions; The Famous Grouse Sherry Cask Finish and The Famous One.

The Famous Grouse Sherry Cask Finish is rooted in the brand's strong sherry cask heritage. This is currently being launched in over 20 markets around the world.

I am also excited about the potential for The Famous One, our most premium product. This online-exclusive Scotch Whisky has a sweeter character that is attracting consumers from the wider whisky category, and those who may have not tried The Famous Grouse before.

Our experience of the past few years and the results we have delivered this year demonstrate that The Famous Grouse is a powerful and resilient brand with momentum. I am optimistic for the future of The Famous Grouse. 



The Famous One