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

Just one year later, he created a new whisky blend, which he called "The Grouse Brand," expecting that many hunters would stop in Perth during the hunting season. His daughter designed the matching label, which depicts the Scottish national bird, the grouse. The whisky immediately became very popular and sold so well that after only a few years, the name was changed to "The Famous Grouse," and the word "Brand" was omitted.

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

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