Jameson Irish whiskey has unveiled a new premium, on-the-go offering to the category with the launch of its ready to drink (RTD) cans which are exclusively available to the UK.
Growth of RTD cans is currently out-performing RTD bottles, and Jameson seeking to tap into this opportunity with two new RTD flavours: Classic Cola and Ginger & Lime.
Magin Trewhella, head of marketing (dark spirits) at Pernod Ricard UK, commented: “The launch of Jameson RTD cans is an exciting move, allowing us to bring a younger audience into the Irish whiskey category.
“With the summer months setting in, the new offering will interest and inspire young consumers looking for a more convenient way to enjoy whiskey on-the-go during outdoor seasonal occasions such as festivals. The RTD cans create a new experience from the number one Irish whiskey, while providing the recognisable smoothness that is distinctly Jameson.
“Jameson’s upward trajectory continues with volume and value in the off-trade (+1.5% value) thanks to increased distribution in grocery and impulse. The success with Jameson focuses on long-term brand building and we are always working hard to evolve and innovate, with offerings such as the new RTD cans, to recruit new and younger consumers to the Jameson brand.”
Jameson RTD cans will be available across grocery and impulse channels with an RRP of £1.90 per can (250ml, 5% ABV).