16th March, 2017 by Amy Hopkins
Jameson is continuing its efforts to “recruit younger consumers into the Irish whiskey category” with the launch of two ready-to-drink cans in the UK.
Jameson Irish whiskey has released two new RTDs – Classic Cola and Ginger & Lime
The two flavours – Classic Cola and Ginger & Lime – aim to “increase the relevancy” of Pernod Ricard-owned whiskey brand Jameson among men aged 25-34 and drive incremental sales of Jameson Original.
Described as “convenient Jameson drinks to suit on-the-go occasions”, the expressions tap into the growing RTD can market, which is worth more than £92 million, according to Nielsen.
“The launch of Jameson RTD cans is an exciting move, allowing us to bring a younger audience into the Irish whiskey category,” said Magin Trewhella, head of marketing for dark spirits at Pernod Ricard UK.
“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, whilst providing the recognisable smoothness that is distinctly Jameson.”
Jameson Irish whiskey experienced 1.5% value growth in the UK off-trade last year, Trewhella added.
“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,” he said.
Both RTD cans (250ml, 5% abv) will be available across grocery and impulse channels at an RRP of £1.90.
last month, Jameson unveiled its latest limited edition bottle design to celebrate St Patrick’s Day.