Earlier this week, the 5pm Dining blog was at the launch of Famous for a Reason: the Story of The Famous Grouse.
Written by whisky guru Charles MacLean, the 400 page tome is an in-depth examination of the best selling whisky from its roots in early nineteenth century Perth to its current position as a global brand which sells 43 million bottles a year in more than a hundred countries.
The book follows the story of the whisky’s former owners, the Gloag family, as they fought to overcome problems such as Prohibition; the rise of vodka and, of course, competition from other blended whiskies.
Beautifully designed and illustrated with old adverts, vintage photos and Gloag family letters, it is a handsome book that is equally suited for a sit down read or dipping in and out of.
Best selling blended whisky in the UK
Charles has interviewed dozens of people for the book, including many former employees. As a result, the book is much more than a dissection of a whisky brand. It is also a form of social history that looks at what the brand meant to the people who made it and how it fitted into wider society.
The history of the brand has many interesting periods. The Seventies and the Eighties were perhaps a turning point and a couple of decades in which The Famous Grouse went from being a well respected local whisky to a brand which is now the best selling blended whisky in the UK.
As you might expect, Charles points to several reasons for the brand’s success. The sponsorship of Scottish rugby was well known but The Famous Grouse also sponsored everything from darts and dominoes to golf tournaments and hot air balloons. Even bowls players could decorate their bowling balls with special Famous Grouse stickers.
‘They also managed to get The Famous Grouse into the officers’ and sergeants’ messes of all the Scottish regiments,’ notes Charles. ‘That had a sort of halo effect. There was the idea that if the Black Watch were drinking Famous Grouse then it must be good.
‘Also, the 70s were a topsy turvy time but Grouse had the slogan “Quality in an age of change”. They were steady. Of course at the end of the day, it comes down to the flavour.’
Famous For A Reason – The Story Of The Famous Grouse has been published by Birlinn Limited and will be available to buy from 30th November from The Famous Grouse Experience priced at £35.
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