A frozen grouse for New Years

Posted on December 28, 2007
Filed Under Blend, WhiskyBuzz |

The Frozen Famouse Grouse

The Famous Grouse and Maxxium has announced the launch of a new way of drinking across selected bars worldwide. The first innovation of its kind in the whisky industry, the new device (The Frozen Serve) allows the dispensing of The Famous Grouse at -18ºC (0F).

The key element of this frozen serve is the unique ‘frozen bottle’ which is kept chilled and is placed on the front bar; with the cooler containing the whisky, stored under the counter out of sight. The bottles’ unique look and presence on the front bar therefore creates great consumer interest and intrigue.

According to Derek Brown, brands heritage director for The Famous Grouse; “Served neat, The FrozenFAMOUS, creates a chilled, really smooth and silky drink. By freezing the whisky to -18ºC it minimises the strong smell of the whisky and releases the flavours in the back of the mouth as the whisky warms.”

Maxxium Worldwide discovered the Frozen Serve as a local Finnish idea and developed the concept together with its shareholders and its supplier Barfix under full exclusivity.

The FrozenFAMOUS will be rolled out from 1st of December across more than 30 markets worldwide. Initially it will be on test in a number of selected contemporary outlets.