From the ‘mega grouse’ as you enter the car park to the wrought iron grouse icons designed into fences, from the logo being emblazoned on all signage and even the lamps.

There is a sense of irreverence too as you notice quirks away from the distilling process quirks I discussed previously like the ‘caution grouse crossing’ sign or the cat flap for the distillery cat having his name written above it and even a musical product range box thing (technical term) that plays that iconic ad jingle for The Famous Grouse we all know and love.

There is a lot going on with a full range design due to launch globally in May of 2015 having been showcased at Cannes this year.

The new packaging really is a step change from the extisting core SKUs as it looks to stand out from the crowded blended Scotch whisky marketplace by ‘owning’ the colour purple on shelf, utilising copper highlights on secondary packaging and to frame certain parts of the label.

The new graphic system feels really grown up, colour is used elegantly, the bottle stands much prouder than before and the purple really does bring the brand to life, giving it energy and enthusiasm that counters the often apologetic nature of the bottle design we have all seen in previous years.

See it for yourself!

If you’re interested in seeing the rough style of this you can get a glimpse on theor super premium expression The Famous Grouse 16 Year Old available on global travel retail and limited to just a couple of thousand bottles.