Full of Character – The Famous Grouse

As its name suggests, The Famous Grouse is a well-known whisky. But this iconic blend was faced with declining category sales, as new generations condemned it as the whisky of their parents and grandparents.

We needed a new global brand platform, reimagined to appeal to a younger, more sociable audience, that leveraged the reasons this iconic whisky became famous – the liquid, the brand personality and the beloved mascot Gilbert.

So, having spent years in the Highlands, it was time for our Grouse to settle into a new nest. A world instantly recognisable for Grouse lovers, but more relatable, more welcoming and more engaging for a modern, global audience.

A new global brand platform was born. And it was Full of Character.