The Famous Grouse - Small guys have to think big for long term success

In 1996 Famous Grouse whisky, the UK distiller, was facing a crowded and competitive market, characterised by a 36% drop in volume sales over 16 years, a declining number of whisky drinkers, and mature consumer demographic.
Agency: Abbott Mead Vickers.BBDO/ROI ConsultingAuthors: Andrew Barnett, Michael Davidson, Sam Dias and Jane Dorsett

The Famous Grouse – Small guys have to think big for long term success


This is the story of a small brand that had to think big to succeed.

  • Trapped in the middle of the whisky market in the UK; with its sector (Blended Scotch) declining while single malts and own label brands experienced strong growth.

  • Trapped in middle as a corporate entity; a small Perthshire company with global ambitions but without the scale of its global competitors.

The Famous Grouse had...

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