The most popular whisky in Scotland, Famous Grouse has had a very successful 10 years largely thanks to the owners Erdington group who invested in innovation and marketing to see their portfolio sales grow across the world. The innovation has included the Black Grouse with a little more peat and the White Grouse aimed at making scotch whisky a summer aperitif. However, the marketing department must take much of the credit for strong sales growth with the latest marketing ploy sponsoring the largest ever whisky bottle which secured national media coverage.
The strong marketing has led to a sharp rise in profits for the Erdington Group who own Famous Grouse, the Erdington Group is owned by its shareholders who are also their employees and a charitable trust set up to support Scottish causes. Is there a better cause than Scotch whisky? Turnover for the 1st 6 months of 2012 was almost £300 million with rises in Asia, the USA and emerging markets; it is only on Europe where sales have been relatively flat. Profits (pre-tax) were up a whopping 21% which the premium single malts and even growth for Cutty Sark in the US have contributed.
Erdington also own famous brands such as Macallan scotch whisky, Cutty Sark scotch whisky, Highland Park scotch whisky and Brugal rum.