Matthew Gloag, the grandson of the founder and the brand's namesake, took over the family business in 1896, almost a century after its establishment in 1800.

Just one year later, he created a new whisky blend which he named "The Grouse Brand," anticipating that many hunters would stop in Perth during the hunting season. His daughter designed the accompanying label, depicting Scotland's national bird, the grouse. The whisky immediately gained great popularity and sold so well that after only a few years, the name was changed to "The Famous Grouse," dropping the word "Brand."

This name has remained to this day and represents one of the most famous whiskies in the world: The Famous Grouse.

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