Abbott Mead Vickers BBDO has held the business since 1995. However, the brand's owner, Edrington, has briefed other agencies to change the direction of the long-running advertising campaign, which features an animated grouse.
AMV's final work for Famous Grouse will be a Christmas campaign, which will roll out next month. An Edrington spokeswoman commented: "We undertake regular appraisals of the agencies that support our operations throughout the world."
The news came as Campbell Doyle Dye announced it had secured the above-the-line account for another Edrington brand, Highland Park.