The sale of the Famous Grouse brand appears to have been delayed to allow for an investigation by UK regulatory body the Competition and Markets Authority (CMA).
In September 2024 it was announced that Edrington were to sell the Famous Grouse and The Naked Malt blends to William Grant and Sons for an undisclosed sum. The move would have seen Edrington leave the blended spirits market to focus on their premium spirits such as Macallan.
At the time a spokesman for Willian Grants commented on the acquisition: “Having been around for over 125 years, The Famous Grouse has a rich history and would be a significant addition to our portfolio. The brand has potential for innovation and international growth in a number of markets, and we’re excited about what the future holds.”
Famous Grouse is one of the UK’s most recognisable brands and is the biggest selling Scotch in UK supermarkets. Sales for the blend exceeded £173 million for the 52 weeks to February 2025.
On 29th January, the CMA announced that they will launch an investigation into the sale to determine if it would result in unfair market dominance or limit competition.
A statement from the organisation outlined their motivation, questions if the sale “will result in the creation of a relevant merger situation under the merger provisions of the Enterprise Act 2002 and, if so, whether the creation of that situation may be expected to result in a substantial lessening of competition within any market or markets in the United Kingdom for goods or services.”
As part of the investigation, the competition watchdog has invited interested parties to comment on the transaction. The first phase of the investigation is to be completed by 27th March. If substantial issues are raised about the sale, then a second phase will begin, led by an independent panel of experts.
William Grants already holds a significant presence in the areas of the market dominated by Famous Grouse. Their popular Glenfiddich single malt and Monkey Shoulder blended malt, as well as their Grants blend, can be found on the shelves of almost any supermarket in the UK.
Of course, that’s not to say this is the reason behind the investigation. It’s likely this is fairly standard for the sale of such a well known and profitable brand between two market-leading companies in any field.
