According to data from Nielsen Scan Track, Off-Trade Total Coverage, sales of The Famous Grouse during the 12 weeks to 4 January 2020 rose 2.6% by value in the off-trade compared to the previous year.

This meant that sales of The Famous Grouse exceeded £71 million (US$92.6m) in the UK off-trade, surpassing Jack Daniel’s.

Jack Daniel’s held the position of best-selling whisky in the UK off-trade over the 2018 Christmas period, however, its sales in the sector fell 9.3% by value during the most recent festive season, according to the Nielsen data.

Mark Riley, managing director at Edrington-Beam Suntory UK, which distributes The Famous Grouse in the UK, said: “The Famous Grouse for years has been the UK’s favourite whisky and driving force behind the blended Scotch category, so we are delighted to have reclaimed our number one spot in the UK’s largest spirits category.

“It’s fantastic to see a Scotch back in the top spot, particularly for The Famous Grouse, where success has been driven by our strong equity, premiumization and increased demand for smaller bottle sizes.”

In 2018, The Famous Grouse released a new collection of “everyday premium” expressions, called the Cask Series.

Source: The Spirits Business

Image Source: The Spirits Business