Edrington, the renowned spirits company behind iconic brands like The Macallan and Highland Park, has officially announced the sale of its popular blended whisky brand, The Famous Grouse, along with Naked Malt Scotch Whisky. The sale is part of a strategic move to focus on the company’s growing portfolio of ultra-premium spirits. Pending regulatory approval, including clearance from the UK’s Competition and Markets Authority (CMA), William Grant & Sons will take ownership of these well-known whisky brands.
Image credit: The Famous Grouse
The Famous Grouse: A Storied History
The Famous Grouse has long been a household name in the whisky world. First produced in 1896, the brand has maintained a strong following and an impressive market presence for over a century. In 2020, it achieved a significant milestone by surpassing Jack Daniel’s to become the UK’s best-selling whisky, with value sales exceeding £71 million. The brand has also extended its reach through a sponsorship deal, becoming the official whisky partner for both the Scotland Men’s and Women’s rugby teams through at least 2026.
The Famous Grouse's product lineup has expanded over the years, offering a range of expressions such as Smoky Black, Sherry Cask Finish, Ruby Cask, and The Famous One. All of these whiskies are produced in Glasgow, Scotland, with the brand’s signature marketing mascot, Gilbert the Grouse, playing a central role in their advertising campaigns.
Why Edrington is Selling The Famous Grouse
The sale of The Famous Grouse is part of Edrington’s broader strategy to shift its focus towards ultra-premium spirits. CEO Scott McCroskie emphasized that the decision aligns with the company’s long-term vision. He explained that this move will allow Edrington to hone its efforts on high-end brands like The Macallan, which is a leading single malt whisky in the ultra-premium category.
In recent years, Edrington has seen significant growth in this area. The company surpassed £1 billion in revenue for the first time in July, largely driven by the success of its premium brands. Investments like acquiring a 50% stake in Grupo Estévez in Jerez, Spain, further highlight Edrington’s commitment to securing high-quality resources for its top-tier products. This particular deal guarantees a steady supply of sherry, which is used to season the oak casks that are integral to the distinctive flavor profile of The Macallan.
For McCroskie, selling The Famous Grouse and Naked Malt is the right decision at this time, as it allows Edrington to exit the blended Scotch category and concentrate on its core strength—producing high-end single malts. He expressed confidence that both brands would continue to thrive under the stewardship of William Grant & Sons.
William Grant & Sons: A New Chapter for The Famous Grouse
William Grant & Sons is no stranger to iconic whisky brands. The family-owned company, founded in 1887, already boasts a robust portfolio, including Glenfiddich, one of the world’s best-selling single malt whiskies, and The Balvenie. Adding The Famous Grouse to their collection is seen as a natural fit, and the brand’s strong heritage and market performance make it a valuable acquisition.
A spokesperson for William Grant & Sons commented on the purchase, expressing excitement about the future of the brand. “Having been around for over 125 years, The Famous Grouse has a rich history and would be a significant addition to our portfolio. The brand has potential for innovation and international growth in a number of markets, and we’re excited about what the future holds.”
The acquisition could open up new avenues for the brand to expand into different markets, especially considering William Grant & Sons’ strong international presence. With its established global distribution network, the potential for The Famous Grouse to grow beyond its current core markets, such as northern and eastern Europe, seems promising.
The Naked Malt: Another Key Player in the Deal
While The Famous Grouse is undoubtedly the headline act in this transaction, Naked Malt also plays a crucial role in Edrington’s blended whisky portfolio. Formerly known as Naked Grouse, this whisky has steadily built a reputation for itself in recent years. McCroskie noted that Naked Malt has “grown its reputation” under Edrington’s ownership, and he expressed optimism about its continued success within the William Grant & Sons family.
Much like The Famous Grouse, Naked Malt has seen solid performance in key markets. Its unique flavor profile and branding have helped it carve out a niche in the competitive blended Scotch whisky market, making it a valuable asset for its new owners.
Edrington’s Ultra-Premium Focus Moving Forward
With the sale of The Famous Grouse and Naked Malt, Edrington is poised to intensify its focus on ultra-premium spirits, particularly its flagship brand The Macallan. The company’s strategy is clear: to capitalize on the growing demand for high-end, luxury spirits. This shift mirrors broader trends in the spirits industry, where consumers are increasingly willing to pay a premium for exclusive, high-quality products.
Edrington’s other prestige brands, Highland Park and The Glenrothes, will also benefit from this renewed focus. Both of these single malts have strong reputations and loyal followings, and the company’s resources will likely be directed towards expanding their presence in the global market.
Conclusion
The sale of The Famous Grouse marks a significant moment for both Edrington and William Grant & Sons. For Edrington, it’s a strategic decision that aligns with its vision to concentrate on ultra-premium spirits like The Macallan, Highland Park, and The Glenrothes. For William Grant & Sons, the acquisition of The Famous Grouse and Naked Malt presents an exciting opportunity to grow two well-loved brands with strong market potential. As the deal awaits regulatory approval, both companies are looking forward to the next chapter in their respective journeys, confident that this move will lead to greater success in the future.
About Edrington
Edrington is a renowned international spirits company headquartered in Scotland, primarily known for producing some of the world's most prestigious premium whisky brands. Its portfolio includes iconic names like The Macallan, Highland Park, The Famous Grouse, and Glenrothes, making it a dominant player in the whisky industry. The company has a rich heritage, tracing its roots back to the 19th century when it was established by William Robertson in 1861. Over the years, Edrington has grown significantly through acquisitions and strategic partnerships, evolving into one of the leading premium spirits businesses globally.
One of Edrington’s unique features is its ownership structure. It is majority-owned by The Robertson Trust, a charitable trust founded by the Robertson sisters in 1961. This means a significant portion of the company's profits goes toward charitable causes, a philosophy that sets it apart from many other corporate entities. Edrington is deeply committed to philanthropy, investing in education, health, and community projects, which aligns with its core values of sustainability and corporate responsibility.
In terms of production, Edrington is known for its meticulous craftsmanship and focus on quality, particularly in its whisky-making process. The Macallan, for example, is celebrated for its rich flavor profile, aged in carefully selected sherry-seasoned oak casks, while Highland Park is famous for its unique Orkney peat and Viking heritage. Edrington’s commitment to innovation and tradition has helped it maintain a competitive edge in the global spirits market, appealing to both long-time whisky connoisseurs and new consumers alike.
As a global company, Edrington has expanded its presence across key markets in Europe, North America, and Asia. It has also invested heavily in sustainability initiatives, focusing on reducing its environmental impact through responsible sourcing, packaging innovations, and energy-efficient distillation methods. With a strong portfolio, charitable mission, and commitment to quality, Edrington continues to be a driving force in the luxury spirits industry.
About William Grant & Sons
William Grant & Sons is a family-owned Scottish distillery company, renowned for producing some of the world’s best-known and highly regarded whisky and spirits brands. Founded in 1887 by William Grant, the company remains independent and is still owned by the Grant family, now into its fifth generation. Over the years, William Grant & Sons has built an impressive portfolio of iconic brands, including Glenfiddich, one of the best-selling single malt Scotch whiskies globally, and The Balvenie, known for its rich and complex flavor profiles. The company’s deep commitment to quality, innovation, and tradition has established it as a major force in the global spirits industry.
William Grant & Sons is particularly noted for its pioneering role in the whisky sector. Glenfiddich, launched in 1963, is credited with helping to popularize single malt whisky worldwide, at a time when blended whisky dominated the market. The company’s focus on family values and craftsmanship has allowed it to maintain control over every aspect of production, from grain to glass. This ensures that the distillation process, cask selection, and maturation are all carried out with precision and care, resulting in a consistently high-quality product. The Balvenie, for example, is one of the few distilleries that still grows its own barley, malts its own grain, and employs a dedicated team of coopers and coppersmiths, ensuring a distinctive handcrafted touch.
Beyond whisky, William Grant & Sons has diversified into other spirits categories. Brands like Hendrick’s Gin, launched in 1999, have become global successes, thanks to their unique botanical blends and quirky marketing. Additionally, the company owns Tullamore D.E.W., one of Ireland's most famous whiskey brands, and Monkey Shoulder, a blended malt that appeals to younger whisky drinkers and cocktail enthusiasts. This diversification has allowed William Grant & Sons to expand its influence across a range of spirits categories, while still remaining true to its heritage as a premier whisky producer.
Despite its global reach and expansion, William Grant & Sons has maintained a strong commitment to sustainability and community support. The company invests in environmentally friendly practices, from water and energy conservation to reducing carbon emissions and packaging waste. Its dedication to sustainability reflects the family’s long-term approach to business, aiming to preserve resources for future generations while continuing to craft exceptional spirits. This combination of family ownership, a commitment to tradition, and forward-thinking innovation has made William Grant & Sons a standout brand in the highly competitive spirits industry.
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