One of the oldest whisky brands in the world, Glen Rossie, is being given a fresh rebrand with a new label, new bottle and a new chairman - Francis Rossi, lead singer and guitarist in legendary rock band Status Quo.
What began as a tipple on a tour bus ten years ago has matured into a Chairmanship for Rossi, who has taken a significant minority stake in the 196-year-old brand with The Brand Cellar, which acquired Glen Rossie from First Quench.
It is understood that The Brand Cellar is in talks with a number of interested parties regarding sales and distribution channels for the whisky - both via retailers and direct sales - although a decision on the final selected partners has yet to be agreed.
Dating back to 1814, the brand is being re-launched with a plectrum-inspired label and logo in homage to its new guitar-playing Chairman. Francis Rossi also features heavily on the new website, http://www.glenrossiewhisky.com , where 30 first-run, limited edition, signed Glen Rossie bottles are being given away.
David Birchall, Chief Executive Officer of The Brand Cellar, said: "Glen Rossie has a tremendous whisky heritage and as we approach its 200th anniversary in 2014 we have the ambition to turn it into a global brand.
"We signed a deal with Francis this year in Melbourne where he was touring and as Chairman - and as 'front man' for the Glen Rossie brand - we believe he can help us reinvigorate sales not just in the UK but, as someone who has sold 118 million records worldwide, overseas too.