20th May, 2014 by Amy Hopkins

The Black Grouse blended Scotch whisky has launched a new campaign featuring four famed explorers: Sir Ranulph Fiennes, Ben Fogle, Olly Hicks and Kenton Cool.

As part of the campaign, the explorers will take part in two signature ‘In Conversation With’ events, where they will talk about the highs and lows of their expeditions.

The campaign will extend across a number of outdoor pursuits festivals throughout 2014 and 2015, including the Keswick Mountain Festival, the UCI Mountain Bike World Cup in Fort William, and The Telegraph Outdoor Adventure and Travel Show in London.

“This is an exciting opportunity to bring the distinctive character behind our brand to life,” said Johna Penman, marketing controller at Maxxium UK, UK distributor of The Black Grouse.

“Through a series of unique events, consumers can connect with the brand’s shared sense of adventure, which mirrors the attributes of these four iconic explorers.”

After initial sampling events, the on-trade will have the opportunity to have all four explorers make a guest appearance at their establishment. This will take place in early 2015, with entry details released later this year.

A interactive live event where an audience can ask the explorers their own questions will also take place at London’s Natural History Museum on 8 July this year and Edinburgh’s The Hub on 9 September.

Olly Hicks, rower and marine explorer, said: “Like The Black Grouse, any explorer or adventurer has a distinctive character that drives them on to take on new challenges and seek out adventure.

“Motivation, discipline and a desire to succeed are characteristics we can all identify with and aspire to have. I am delighted to be part of these events with such esteemed individuals and I am looking forward to discussing our experiences in front a live audience.”

The Black Grouse whisky is a peated blend of The Famous Grouse.