New Black Grouse Alpha Edition hopes to ruffle a few feathers.

The Famous Grouse has today unveiled The Black Grouse - Alpha Edition, a new blended Scotch whisky. It is a richer, smokier expression of the award winning Scotch whisky – The Black Grouse.

The Alpha Edition will be launched early next year and will be available exclusively for the first six months in travel retail.

The Alpha Edition is a whisky that truly stands out from the crowd. The black grouse is a rare and charismatic bird celebrated by this special bottling. During the mating season the black grouse demonstrates both flamboyance and machismo to establish himself as the alpha male. These two sides of his character inspired Alpha Edition, a perfectly balanced and rare blend that is flamboyantly rich at first taste, before delivering a powerful smoky finish.

The Black Grouse, with its rich, sweet and gently smoky characteristics, was launched to wide acclaim in October 2007. The aim of this new blend is to build on this success and deliver a whisky for consumers who enjoy an even richer, smokier taste.

The Alpha edition is created by blending a greater concentration of aged, peaty malt whiskies, to achieve a fuller, richer whisky. Presented in a stunning pack, it showcases a male black grouse in full display during the mating season as he embarks on his mission to become the alpha male.

According to Helen Potter, Innovations Manager for The Famous Grouse: “This is a brilliant example of the art of blending to create a true balance of flavours. On first taste it is rich and sweet, before layers of smoke reveal themselves. We believe we have created something truly special which will appeal to Scotch whisky, bourbon and rum spirit drinkers keen to explore a richer, fuller version of The Black Grouse.”

The Black Grouse - Alpha Edition carries a recommended travel retail price of 33 euros and represents the latest innovative addition to The Famous Grouse range alongside The Snow Grouse and The Naked Grouse.

Steven Sleigh, Area Director Global Travel Retail for The Edrington Group, owners of The Famous Grouse brand, said: “Travel retail has been chosen as the launch pad for The Black Grouse – Alpha Edition following the tremendous success of other product launches led by this channel.”

Glen Williams, Managing Director Maxxium Travel Retail, responded: "European travel retail is the perfect environment for a launch of this new edition to The Famous Grouse range. The channel is ideal for attracting travellers who are looking for innovation and new variants of their favourite products."