Edrington-owned Scotch whisky Naked Grouse is re-launching as a blended malt in order to “challenge traditional stereotypes of whisky” and attract a younger audience.The new recipe will not include any grain whisky and will comprise liquid exclusively from malt distilleries such as The Macallan, Highland Park, Glenturret and The Glenrothes. Said to offer a “more robust” flavour than its predecessor, the new expression is matured in first-fill oloroso Sherry casks for at least six months after the blending process, and is bottled at 40% abv. “The transition from a blended Scotch to a malt is being made in response to increasing popularity of single malts and demand from bartenders for an accessible whisky with distinctive flavour,” said Elaine Miller, global marketing manager for Naked Grouse. “Malt whisky continues to rise in popularity with consumers and, by changing our liquid, we can use the individuality and character of single malts and create a whisky that stands out from the crowd. “Consumers and bartenders are looking for something more unique, which is why we wanted to evolve and create a disruptive brand which would appeal to both the on- and off-trade. “We want to challenge the traditional stereotypes of whisky and appeal more to a younger consumer, so we don’t want to focus on the technical side of the process. Ultimately, it tastes great and that’s what matters.” Signature serves being promoted for the new-taste Naked Grouse include the Naked Grouse with cherry cola or cherry soda. In 2014, Naked Grouse unveiled a new bottle design in order to “reinforce” its premium positioning.