Red grouse by sheep. Conservation measures taken on foot of the judgment have seen the population in the area double from 400 to 800. The red grouse is considered a game bird and is shot in large numbers during the shooting season which traditionally starts on August 12, known as the Glorious Twelfth. There is a keen competition among some London restaurants to serve freshly killed grouse on August 12, with the birds being flown from the moors and cooked within hours. Shooting can take the form of 'walked up' (where shooters walk across the moor to flush grouse and take a
The Famous Grouse place of the usual red grouse. The following year a special version, meant for chilling, was released called Snow Grouse. The packaging features a ptarmigan. The Famous Grouse has focussed its television advertising around the Christmas period since 1996. The Famous Grouse was the primary sponsor of the Perth-based football team St Johnstone between 1986 and 1989 and again between 1991 and 1998. It also sponsored the Scotland national rugby union team from 1990 until 2007, and was 'The Official Spirit of Scottish Rugby' from 2013 for three years. In May 2014, Famous Grouse was named the Official Whisky of