Whyte & Mackay counters MUP impact with smaller bottle

7th June, 2018 by Amy Hopkins

Blended Scotch whisky brand Whyte & Mackay has launched a 50cl bottle size following the introduction of minimum unit pricing (MUP) in Scotland.

Whyte & Mackay’s smaller bottle format is said of offer consumers a “more value-friendly option” in the wake of MUP

The new bottle will have an RRP of £10 and will sit alongside the brand’s existing 70cl and 1l bottles in convenience stores across Scotland.

Following a lengthy legal challenge from drinks groups, the UK’s Supreme Court last year ruled that MUP could proceed in Scotland.

The Scottish government set a minimum unit price of 50p, which came into affect on 1 May 2018.

Whyte & Mackay, owned by Philippine drinks group Emperador, said its new bottle size will offer a “more value-friendly option” to consumers following the implementation of MUP.

The brand also claimed that the format “comes in the wake of changing consumer trends”, with smaller sizes bottles now accounting for 35% of all spirit sales in Scotland, according to Bestway Wholesale.

“At Whyte & Mackay, we pride ourselves on fulfilling the needs of the consumer, which is why it was important that we expand our offering to include a smaller size of our much-loved whisky,” said Ruairi Perry, head of blended whisky at Whyte & Mackay.

“With new price changes in Scotland, we wanted to give our consumers more choice and value for money when it comes to their whisky purchase. We’re confident our new 50cl bottle will quickly become a new favourite on shelves.”

Whyte & Mackay will also launch a price marked pack later this year.

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