The Famous Grouse, the award winning Blended Scotch Whisky, is launching new luxury packaging to celebrate its 30th year as Scotland’s Number One Whisky. The packaging, designed by Lewis Moberly, elevates the brand’s iconic red grouse to centre stage on a larger label.

The illustration of the red grouse, by wildlife artist Rodger McPhail, is set against a dramatic Scottish landscape and posed to reflect its endearing character. The bottle features an embossed shoulder date of 1800 underscoring the brands longevity. A new gift carton dramatically projects the grouse across three sides against a panoramic view of the Highlands forming an evocative backdrop for the brand icon.

Mary Lewis, Creative Director of Lewis Moberly says “by elevating the bird above the brand name we celebrate the famous icon and create a confident, premium stance. Every detail of the packaging has been carefully considered to ensure a harmonious and elegant design.”