Naked Grouse relaunches as blended malt

Edrington, Scottish independent premium spirits company, is relaunching Naked Grouse as a blended malt, designed for a younger consumer.

The new 40% ABV Naked Grouse blended malt has been made from a selection of the single malts including The Macallan, Highland Park, Glenturret and Glenrothes.

“Malt whisky continues to rise in popularity with consumers and, by changing our liquid, we can use the individuality and character of single malts and create a whisky which stands out from the crowd,” said Elaine Miller, global marketing manager.

“Consumers and bartenders are looking for something more unique, which is why we wanted to evolve and create a disruptive brand which would appeal to both the on and off-trade.”

Naked Grouse believes the ageing process, along with a blend of single malts results in a rich and fruity whisky with a more robust flavour than its predecessor.

After the blending process, the whisky is added to first-fill Oloroso sherry casks for at least six months. The whisky then goes through a final chill-filter before bottling.

Miller added: “We want to challenge the traditional stereotypes of whisky and appeal more to a younger consumer, so we don’t want to focus on the technical side of the process. Ultimately, it tastes great and that’s what matters.”