In 2008 the Famous Grouse launched a new whisky, The Black Grouse (now known as The Famous Grouse Smoky Black) and an exciting new partnership was formed with the RSPB. The launch offered a perfect opportunity to work together to help save one of the UK’s most threatened species – the black grouse.
With funds from the sale of the whisky going directly to essential black grouse conservation work, this trailblazing relationship was an enormous success. Raising in excess of £650,000, this remarkable partnership has directly helped our work with black grouse on seven reserves: Abernethy, Crannach, Corrimony, Inversnaid and Wood of Cree in Scotland, Lake Vyrnwy in Wales and Geltsdale in England. This includes the improvement of more than 85,000 acres of land for black grouse and the planting of 185,000 trees. As a result of this improved black grouse habitat, RSPB Geltsdale recorded the RSPB’s largest single lek (mating ritual) in 2015, made up of 28 males!