Two of Scotland’s best-loved whisky brands have a new home. In September 2024, Edrington, owner of The Famous Grouse and Naked Malt, announced plans to sell these scotch whiskies to rival distiller William Grant & Sons.
After securing regulatory approvals (the UK’s Competition & Markets Authority cleared the deal by March 2025), the acquisition was completed on July 1, 2025. The sale price was not disclosed, but the move marks a seismic shift in the scotch whisky landscape. It transfers Scotland’s top-selling whisky from one historic family-owned company to another, underscoring major trends in the spirits industry.
Why does this deal matter? Below, we break down five key reasons this acquisition is significant, from brand heritage and portfolio strategy to market dynamics and future plans.
1. Heritage Meets Ambition
The Famous Grouse has been one of Scotland’s best-selling whiskies since 1980, renowned for its quality and the iconic red grouse on its label. It exports to over 100 countries, holding a Royal Warrant and a loyal following at home and abroad.
This rich heritage is now coupled with William Grant & Sons’ ambitious growth plans. William Grant is itself a venerable Scottish distiller (est. 1887) that remains family-run through six generations.
By acquiring The Famous Grouse, William Grant gains one of the world’s top-selling blended scotch brands, a brand that has defined the mainstream scotch category in the UK for decades.
Bringing The Famous Grouse into the fold cements William Grant’s standing among premium scotch players, marrying the brand’s storied history with new global ambitions. As William Grant’s CEO Søren Hagh put it, “Over the coming years, we will build on this strong foundation and work to evolve the brand into a true global icon”.
In short, an iconic 127-year-old whisky is poised for a new chapter on the world stage under energetic new stewardship.
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2. Strategic Portfolio Expansion
This acquisition instantly broadens William Grant & Sons’ scotch whisky portfolio and overall spirits lineup. The company is already known for a stable of global spirit icons – Glenfiddich and The Balvenie, Grant’s, Monkey Shoulder, as well as Hendrick’s Gin, Tullamore D.E.W. Irish whiskey, and other brands. Adding The Famous Grouse and Naked Malt diversifies William Grant’s offerings and fills key gaps.
Through this acquisition, the family-run firm (already the world’s third-largest scotch producer) significantly boosts its scale and reach. The Famous Grouse in particular adds a high-volume, internationally recognized label that can open doors in markets where William Grant wants to grow.
In terms of style, The Famous Grouse joins Grant’s in the blended scotch category, giving William Grant a stronger position in high-volume “standard” scotch whisky to complement its single malts.
At the same time, Naked Malt (a blended malt whisky) aligns with trends toward malt-only blends. This is a space William Grant has played in with Monkey Shoulder.
3. Edrington Pivots to Ultra-Premium Focus
Why did Edrington choose to sell such successful brands? The answer lies in strategic focus. Edrington’s core strategy in recent years has been to double down on ultra-premium spirits, especially single malt scotch.
“This decision is driven by our strategy to focus on our core strengths and growth opportunities in the ultra-premium spirits category… the right moment for Edrington to exit the blended scotch category,” explained Edrington CEO Scott McCroskie when announcing the sale. In Edrington’s view, Famous Grouse, while profitable, competes in the lower-priced blended whisky arena, which is not where the company sees its future growth.
Instead, Edrington is channeling resources toward prestige brands like The Macallan, its crown jewel single malt. The firm has invested heavily in this arena. By selling Famous Grouse (and its smaller sibling Naked Malt), Edrington frees up capital and management attention to further its ultra-premium ambitions.
In short, Edrington is consciously pruning its lower-margin, high-volume products to sharpen its luxury image. The move echoes an earlier step in 2018, when Edrington sold off the Cutty Sark blended whisky brand to focus on higher-end offerings.
4. Global Growth Potential for Both Brands
For William Grant & Sons, the allure of The Famous Grouse and Naked Malt lies not just in their existing business, but in their growth headroom worldwide.
The Famous Grouse currently sells approximately 2.7 million nine‑liter cases per year, with about 45% of that volume consumed in the UK alone. Its top export markets include Sweden, Poland, the United States, and the Netherlands.
This domestic-heavy profile suggests room for international expansion. Under William Grant’s global distribution network, there is an opportunity to push The Famous Grouse into new markets and boost its presence in the U.S., Asia, and beyond. William Grant’s management noted the brand’s “potential for innovation and international growth in a number of markets” as a key attraction.
Meanwhile, Naked Malt – a smaller brand at around 50,000 cases annually – brings a different kind of potential. Originally launched as “The Naked Grouse,” it was repositioned in 2017 as a blended malt scotch, emphasizing sherry cask maturation and a stylish, youthful image.
Naked Malt has seen strong growth in Asia-Pacific markets (like Taiwan and South Korea) and garnered a following among whisky enthusiasts for its rich, fruity profile.
In William Grant’s hands, Naked Malt could benefit from greater investment and cross-marketing alongside Monkey Shoulder and other malts. The blended malt category is a growing niche as consumers seek unique flavor profiles without the price tag of single malts.
5. A Big-Picture Signal for Scotch Whisky
This deal resonates beyond the two companies. It is also a bellwether for broader trends in the scotch whisky industry.
In recent years, scotch has been pulled in two directions: high-end single malts and luxury expressions are booming, yet blended scotch remains the backbone of global volume.
Edrington’s move highlights the premiumization trend, where producers focus on top-shelf offerings (like $200+ single malts) to drive profits. At the same time, William Grant & Sons’ confidence in acquiring a mass-market blend signals that the traditional blended scotch segment is far from obsolete.
In fact, blended scotch still accounts for the vast majority of scotch whisky sales worldwide. The Famous Grouse sale is a reminder that even as scotch premiumizes, volume-centric brands retain enormous strategic value.
As one whisky commentator noted, the blended category “while still massively important, has faced increasing competition in recent years,” even as ultra-premium whiskies see “impressive growth”. William Grant’s bet on Famous Grouse suggests a belief that with renewed marketing and investment, a classic blend can still grow and not just maintain status quo.
This acquisition reflects ongoing industry consolidation and portfolio reshaping. Major players have been trading brands to sharpen their focus – from Suntory’s Beam takeover to Diageo and Pernod Ricard’s asset swaps, and Edrington’s sale of Cutty Sark.
William Grant & Sons’ purchase also brings the story full circle: in 1999, William Grant helped Edrington buy Highland Distillers, owner of The Famous Grouse. Now, in 2025, William Grant is acquiring the brand itself.
As Scottish Grocer noted, this “historic purchase” signals William Grant’s belief in the future of scotch – particularly in blends. A distiller known for single malts is doubling down on the mainstream, showing there’s still life (and profit) beyond the luxury tier.
A New Chapter For Scotch Whisky
In summary, the transfer of The Famous Grouse and Naked Malt from Edrington to William Grant & Sons is more than just a corporate transaction. It encapsulates the push-pull of tradition and innovation in whisky today.
A historic brand gains new momentum under a modern growth strategy, as William Grant broadens its portfolio and Edrington refocuses on ultra-premium offerings. Both brands have global potential, and the move signals that, with the right backing, blended scotch still commands relevance.
All eyes are on whether William Grant can elevate The Famous Grouse internationally and grow Naked Malt’s presence. As the company notes, these brands “perfectly complement our vision for growth.”
Whatever unfolds, this marks a significant new chapter in the story of scotch whisky.
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