Maxxium UK has announced a major new campaign for The Famous Grouse in the run-up to Christmas.

The Famous For A Reason campaign includes a new TV advert and a media partnership with The Guardian. In total, the campaign will reach a potential audience of 32 million, almost two-thirds of the entire UK adult population.

The TV spot was first aired on November 2. It tells the story of The Famous Grouse’s founder, Matthew Gloag, and the reaction of his competitors to the quality of his whisky.

The Guardian will be partnering with The Famous Grouse to celebrate individuals from the world of music, technology and sport whose achievements have made them famous. They include Ralf Baer, who built the first home-video gaming console and Charlie Miller, who introduced football to Brazil.

The campaign will have further support online through positions on Audience on Demand, You Tube, 4 On Demand and Facebook.

Customers can also have personalised front and back label on their bottles. The service will be available online through and in-store exclusively at Selfridges in London, Manchester and Birmingham.

Johna Penman, marketing controller for The Famous Grouse, said: “The Famous for a Reason campaign aims to build on the iconic advertising of the past, driving real meaning and sharing the authenticity of The Famous Grouse brand. It provides us with a strong platform for future growth.

“We’ve also placed more of an emphasis on digital content in this new campaign, ensuring we remain relevant to today’s whisky consumers. Each piece of content that we have developed and activity we have planned is designed to communicate the campaign message, reminding us that true fame is earned.”

The Famous Grouse has been the best selling whisky in Scotland for over thirty years.

It is also the best selling whisky in the UK and the fourth most popular blended whisky in the world.