Annual Report 2024 - The Famous Grouse

Tellis Baroutsis, MD The Famous Grouse

Scotland's favourite Scotch Whisky has delivered a fourth consecutive year of growth, building on the momentum it has generated in recent years. 

In a category that has faced long-term decline, we have consistently increased the value of The Famous Grouse core brand and its premium expressions, Smoky Black, Ruby, and Sherry Finish.

The brand has generated growth from key emerging markets, as well as our core markets in the UK and Europe, where The Famous Grouse has held and built on its leadership positions. The Famous Grouse is now firmly established as a premium brand within the Blended Scotch Whisky category. 

This year, we have launched a new global campaign, 'Full of Character'. Our well-loved Gilbert character takes centre stage, but the campaign also emphasises the character and quality of The Famous Grouse liquid. Consumers continue to respond positively to campaigns that highlight sociability, with the brand being enjoyed in gatherings with friends.

Naked Malt has faced a challenging external environment in the past year, but our partnership with the World's 50 Best Bars has opened doors to some of the most desirable on-trade accounts. When the category dynamics become more positive, we will capitalise on the benefits of being recommended by many of the world’s best bartenders. This year we welcomed the news that Naked Malt's quality has been recognised with a Double Gold at the World Spirits Competition for a third consecutive year. In the coming year, we will ensure that the high quality of Naked Malt's spirit features prominently in our brand campaigns.