Vintage Malt proves high flyer for Famous Grouse

THE Famous Grouse Vintage Malt has been the most successful new- product launch in the Edrington Group's 150-year history, said chairman and chief executive Ian Good.

"Vintage Malt is already one of the top 10 malts in the UK and has reached number-two position in the important Swedish market," said Good.

"Sales in its first year have way outstripped expectations and are running three times ahead of budget. The product is selling in 23 countries and we believe it will become a big seller in the future."

Good said the award-winning brand was a superb example of the targeted, focused approach the group was adopting to attack niche market opportunities. He was quietly confident that other new products shortly to be launched by the group's flagship brands - and aimed at the Christmas market - would also be popular.

Good, who is also chairman of the Scotch Whisky Association, said: "Vintage Malt has a growing following, with strong public awareness. It is a very comfortable drink, smooth and mellow, and a natural progression from a blend."

Vintage Malt - developed by master blender John Ramsay at Edrington's famous sample room at Great Western Road in Glasgow - won the coveted "bottle of the year" title from Loch Fyne Whiskies.

Edrington has announced that it will devote greater financial resources to developing its five key brands - the others are Cutty Sark, The Macallan, Highland Park and Glengoyne - to grow sales in key markets.

The Famous Grouse has enjoyed a good start to the new financial year, with shipments well ahead of the corresponding figure for last year. The brand is seeing good growth in France, Greece, the Netherlands and United States while it is the fastest-growing blend in the UK top 10, according to Edrington.

The Famous Grouse is running a (pounds) 3 million national advertising campaign, its largest ever. The campaign continues to year-end and The Famous Grouse is one of the few Scotch whisky brands enjoying major media support. "That policy will continue," said Good.

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