The Famous Grouse sale has been finalised
William Grant & Sons has successfully acquired blended whisky brands Naked Malt and The Famous Grouse from the Edrington Group.
Following the announcement last September that Edrington was planning to offload The Famous Grouse, db can reveal that the brand’s sale has been completed. New owners William Grant & Sons will chaperone the eponymous blended whisky through its next chapter.
William Grant & Sons, which also owns the Glenfiddich and The Balvenie whisky brands, said the acquisition will help the business to “further its commitment to the global Scotch whisky category with confidence.”
“I am delighted to complete this acquisition and welcome The Famous Grouse into our portfolio,” said Søren Hagh, chief executive officer at William Grant & Sons.
“It is a remarkable Scottish brand with rich history and a strong market position in a number of countries. Over the coming years, we will build on this strong foundation and work to evolve the brand into a true global icon.”
Meanwhile, Edrington CEO Scott Scott McCroskie explained the company had made the sale as part of a strategy to focus on “the growth opportunities in the ultra-premium spirits category.” For Edrington, this largely means pouring into its hero single malt brand The Macallan. The company’s commitment to the brand is clear from its recent purchase of a 50% stake in Grupo Estévez in Jerez, Spain, in order to guarantee supply of Sherry with which to season The Macallan’s signature oak casks. The brand has also undergone a “visual overhaul” with new packaging inspired by the “distinctive shape of The Macallan Distillery and its sweeping green roof ”, according to Edrington.
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Bottles of The Macallan 12 Years retail for around £70 per bottle, but rare expressions such as The Macallan Michael Dillon 1926 can fetch as much as £1.2 million.
Naked Malt
The acquisition deal also includes blended Scotch whisky brand Naked Malt, which according to the brand’s website offer the opportunity to “discover whisky at its most uncomplicated”.
Master blender Marc Watson has previously said: “I always want people to feel unburdened in the way they enjoy whisky. Ultimately everyone drinks and enjoys things differently. Your tastebuds are your own, so have a bash at how you want to enjoy it.”
New owner William Grant & Sons is excited to develop the Naked Malt conceopt and see where it can be taken.
“We see a lot of potential in Naked Malt, which will be a great addition to our portfolio,” said Hagh. “Together, these brands [The Famous Grouse and Naked Malt] perfectly complement our vision for growth, and we look forward to investing in their future and sharing their stories with whisky lovers around the world.”
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