MNfusion: The Famous Grouse Looks To Tap In To Mpls. Market

Over the last 10 years, whiskey has soared in popularity.

With the rise of craft distilleries, mixologists and hipsters, whiskey became a drink of choice for many millennials.

Suddenly a Jack and Coke became the new Vodka and Cranberry.

While many American drinkers predominantly choose bourbon, rye and Scotch whisky are growing a steady following. Thus, many companies are eager to introduce their product to millennial connoisseurs who are always looking to evolve their tastes.

The Famous Grouse among them

As part of a shift to refocus their attention on the American market, The Famous Grouse, is pushing their Scottish whisky out to this growing population of experimental whiskey drinkers.

Six cities were chosen, Minneapolis among them, as target markets for the product.

In Minneapolis, Eat Street Social bartender Marco Zappia, named best bartender by City Pages in 2014, was chosen to help represent the spirit within local watering holes.

Last week at Scena Tavern in Uptown, Zappia, along with Minnesota Key Account Manager Chris Haselbeck and U.S. Brand Ambassador Nicola Riske, offered up a taste of the drink by presenting guests with five unique cocktails.

Each concoction showed off a different aspect of the drink. From Buzz Words that played on the classic Manhattan, picking out hints of citrus notes, to the Mr. Dream that brought out chocolatey flavors and highlighted the smooth finish, each was enticing and distinct.

The evening was intended to introduce local bartenders across Minneapolis to the new product that may end up on their shelves, and for them to collaborate with each other on what flavors they may want to explore.

"Whiskey is a discussion. It's not a Power Point where I'm telling you what you should smell, taste or feel," Riske said. "Whiskey is my passion."

The Famous Grouse family includes the original – a single malt whisky that has a hint of citrus and a smooth finish – and the Black Grouse – a blend of the original and peated malts that has a smoky, rich flavor.

Look for Famous Grouse at local bars, like Scena Tavern, soon.

Meanwhile, try one of Zappia's creations at home!

The Miner's Son

1 ½ oz. The Famous Grouse
2 oz. Seltzer
¾ oz. The Famous Mint Tea
½ oz. Simple Syrup
1/3 oz. Lemon Juice
1 Dash Bittercube Cherry Bark Vanilla Bitters

Glass: Collins
Garnish: Lemon Peel

Instruction: Build ingredients in glass, add ice, garnish with a lemon peel