The Famous Grouse has become the top selling whisky in the UK off-trade during the festive season, with sales topping £71 million.
The Scotch blend overtook Jack Daniel’s with a 2.6 percent value growth year on year over the 12 weeks to 4 January, according to Nielsen data.
The whisky category in total was valued at £393 million, larger than both vodka and gin, this Christmas.
“The Famous Grouse for years has been the UK’s favourite whisky and driving force behind the blended Scotch category, so we are delighted to have reclaimed our number one spot in the UK’s largest spirits category,” said Mark Riley, managing director, at Edrington-Beam Suntory UK .
“It’s fantastic to see a Scotch back in the top spot, particularly for The Famous Grouse, where success has been driven by our strong equity, premiumisation and increased demand for smaller bottle sizes.”