The Famous Grouse is launching a new campaign this month focusing on its Smoky Black expression.

The campaign, which sits screens on October 20, showcases a different, darker and smokier side of The Famous Grouse, “bringing to life the unique flavours” in Smoky Black.

The advert is again set in ‘Grouse Country’, and it sees Scotland’s iconic game enjoying a midnight stroll in the mountains. The clouds dramatically part to reveal a full moon, which transforms the grouse into a darker and smokier feathered version. It then disappears to reveal a bottle of The Famous Grouse Smoky Black, flanked by the end-line “The Darker, Smokier One”.

The campaign is part of a £1 million UK marketing plan and it is timed to coincide with a growing trend towards peated whisky, according to the producer. Peated now makes up four of the top ten UK malts in the off-trade (rising to five in the on-trade), and Smoky Black offers consumers a peated variant of the iconic Grouse liquid “at an accessible price point”, the company said.

Chris Anderson, head of Edrington Brands at Edrington-Beam Suntory UK, said: “At Christmas, millions of bottles of The Famous Grouse make their way into the homes of consumers preparing to purchase a bottle either for themselves, friends or loved ones and enjoy a dram to celebrate the festive season. Since the launch of Smoky Black, we have seen sales of the liquid go from strength-to-strength as our loyal fans look to us for something different alongside consumers wanting to experiment with great quality, straightforward and honest everyday premium whisky.”