Naked Grouse is a premium blended Scotch whisky brand within the Edrington Group portfolio. Originally conceived as a luxury extension of Scotland's best-selling Famous Grouse (created by Matthew Gloag & Son in 1896), Naked Grouse was first launched in 2011 as 'The Naked Grouse' and repositioned in 2016 as a standalone premium blended malt expression. The brand leverages the exceptional stock of Edrington's renowned distilleries—most notably The Macallan, Highland Park, and The Glenrothes—to create a richer, more malt-forward profile than its standard counterpart. Its emblem is the red grouse, Scotland's iconic game bird. While Famous Grouse has dominated the entry-level segment in Scotland since 1980, Naked Grouse competes in the premium blended category against brands like Monkey Shoulder, Johnnie Walker Green Label, and Compass Box, offering transparency about its high malt content and sherry cask influence. In the UK, the brand experiences peak sales during the Christmas holiday season, though its positioning has evolved from a seasonal gift offering to a year-round premium choice for discerning drinkers. The brand's strategy focuses on delivering exceptional value by showcasing Edrington's prestigious single malts in an accessible blended format.