By Reach Brands
The Famous Grouse (TFG) has really shaken up the whisky category with a product that should be served chilled. This is a challenging new concept in a highly traditional category – which is usually all about richness and warmth. This has not only helped to position TFG as an innovative, forward thinking brand, but the ‘chilled’ brand positioning will also create real disruption and differentiation in an otherwise crowded and ‘samey’ category.
By Zoe Tuttle, Strategist at Reach