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Quality In An Age Of Change

Brand Story: Quality in an Age of Change

Welcome to the home of The Famous Grouse and the start of our legendary story. Founded in 1896 – our story begins in a small shop in Perthshire, Scotland. Its owner, Matthew Gloag, wanted to create the best quality blended whisky to be shared and savoured all over the world. More than 125 years later, we’re known for doing just that.

Watch our film and fly through our history with The Famous Grouse himself. Or scroll down to interact with our brand worlds and discover more of our favourite stories. Throughout the years a lot has changed - but our quality never has.


View transcript

Welcome to Perthshire Scotland, the land of scotch, the home of the grouse and the birthplace of Scotland’s number one whisky. 

Fly back with us to 1896 where out story begins. 

We were originally named The Grouse. A smooth, perfectly balanced whisky, created as a reward for our fellow Scots. 

After a day in the Scottish countryside, our founder, Matthew Gloag, named it not after himself, but after an occasion, in tribute to Perthshire’s favourite bird and in honour of its idillic home. 

Over the years we spread our wings all over the world. Always in the company of our grouse. A curious creature who roams wild in the Scottish Highlands. Except, of course, when he’s gracing a bottle of his namesake whisky. 

And while it may be Matthew’s name on the bottle, it was his daughter, Philippa, who drew the first ever grouse on the label. 

We still honour this pioneering lady today as the ‘woman behind the wings’. 

As our fame grew, we embraced it. And in 1905 we renamed our whisky The Famous Grouse. 

Today it’s our master blender who safeguards that legacy. Creating the best quality blended whisky to be shared and savoured all round the world. 

So you see, the world may have changed, but our quality never has. 


Dive into our interactive brand worlds and learn more about The Famous Grouse. Discover Our Home – Perthshire, Scotland. Step into Matthew Gloag’s shop and meet Our Grouse. Or explore our blending room and get nose to nose with Our Whisky, the smooth and perfectly balanced blend we’ve safeguarded for over 125 years.

Which will you explore first?  

Our Home

Our Grouse

Our Whisky