Bottle auctions in Canada expected to raise more than $30,000 for local
TORONTO, Jan. 15 /CNW/ - Robert Burns Day typically involves sitting down
to a meal of haggis, a tipple of whisky, and a nod to Scotland's favourite
son. But this year on January 25th, The Famous Grouse, one of the world's most
popular blended whiskies, is adding to the joyous occasion by unveiling a
rare, 37-year-old expression to signify every year in the famous poet's life.
All of the 250 bottles, valued at $800 each, will be donated for charity
fundraising efforts around the world. With 15% of these bottles destined for
the Canadian market, local charities in this country stand to benefit in the
neighbourhood of $30,000.
The numbers tell the story. The Famous Grouse specially crafted exactly
250 bottles of this rare, blended Scotch whisky to mark the 250th anniversary
of the birth of Robert Burns. The age of The Famous Grouse 37 Year Old Blended
Malt pays homage to the length of the prolific poet's life. Each bottle is
being made available to groups hosting private or public fundraising events,
including Burns Suppers across the country on January 25th, to be auctioned
off for a local charity of their choice. The Famous Grouse hopes to raise
upwards of $30,000 in Canada alone and $200,000 worldwide.
The bottles were created as part of The World Famous Burns Supper
Celebration, which The Famous Grouse is organizing in partnership with
Homecoming Scotland 2009. "We are excited to present this limited-edition
bottle to groups celebrating Burns Suppers this year," says Sabrina Punja,
Brand Manager at Maxxium Canada, which markets and distributes The Famous
Grouse. "In the spirit of generosity that Robert Burns is now famous for, the
auction of each bottle will support charities across Canada and around the
world - an ideal way to commemorate the life of Scotland's world-famous poet."
While the liquid inside each bottle has been carefully selected from
casks first laid down in 1971, the outside of each bottle is also noteworthy.
Renowned Scottish artist and playwright John Byrne was commissioned by The
Famous Grouse to create an original drawing of Robert Burns to adorn this
limited-edition whisky bottle, making it a unique collector's item. Byrne's
work has appeared on album covers for The Beatles, Gerry Rafferty and Bill
Connolly. The special bottle also features The Famous Toast on the back label.
The toast was written by Mary MacIntyre, from Scotland, who won an
international competition to write a toast commemorating the Bard and his
favourite drink, whisky.
Canadians interested in securing a limited-edition bottle of The Famous
Grouse 37 Year Old Blended Malt for their own Burns Supper or other charity
fundraising effort can contact Maxxium Canada at Burnssupper2009@maxxium.com.
The Famous Grouse is Scotland's favourite whisky and among the world's
top five blended Scotch whiskies, containing the prestigious Macallan and
Highland Park single malts.
/NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
the CNW Photo Network and archived at http://photos.newswire.ca.
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