PrettyGreen has been appointed as the global PR and partnerships agency for The Famous Grouse, a renowned Scottish whisky brand owned by Edrington Group.This marks a significant milestone for both brands as it is the first time The Famous Grouse has engaged a global agency to spearhead its PR and partnerships efforts.The Famous Grouse, Scotland's leading whisky for over four decades, boasts impressive sales figures of 43 million bottles annually across 94 markets. PrettyGreen will now be responsible for crafting and executing global brand campaigns and partnerships that align with the brand's 'Full of Character' integrated campaign.With a focus on a "culture-first" approach, PrettyGreen will showcase The Famous Grouse's diverse whisky offerings, including its flagship Finest malt blend and the popular Smoky Black and Sherry Cask Finish variants.The agency will collaborate with The Famous Grouse's existing local PR agencies, such as Hope&Glory in the UK, to ensure a cohesive and impactful global brand strategy.Joakim Leijon, Global Brand Director, The Famous Grouse, said: “The vision of our founder was to create the ‘best quality blend to be shared and savoured around the world’ so the idea that The Famous Grouse is a sociable brand has existed for a long time. We’re excited to embark on a new global brand partnership with PrettyGreen and see our new ‘Full of Character’ platform roll out further to recruit the next generation of The Famous Grouse drinkers.”PrettyGreen group director and chief growth officer Lucy Mart added: “We are so excited to work with the team at The Famous Grouse and grow their global presence. The whole team loves the brand and we can’t wait to contribute our communications and partnerships expertise to such an iconic story.”