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News
Grouse tempts consumers
A year-long sampling campaign for consumers has been rolled out by The Black Grouse.
Designed to encourage trial and repeat purchase, the activity ranges from supermarket to railway station tastings across the UK.
To boost the blended whisky’s profile, the sampling sessions will feature in 50 Sainsbury’s stores next month – a move which the brand hopes will attract the attention of more than 10,000 of the store’s customers.
The campaign is the continuation of the brand’s activity, which was launched in June this year and which has already featured in London terminals as well as at game fairs across the UK.
Victoria Jackson, brand manager for Maxxium UK, which distributes the whisky, commented: “We have found that when people try The Black Grouse they are surprised by its complexity and by how smooth it is.
“The sampling campaign is likely to convert a lot of blend and malt drinkers to this smoky blend who otherwise might not have had the chance to try it,” she added.
Jane Parkinson, 11.10.2010