BenRiach Scotch liqueur eyes global roll out

Scotch whisky-based cream liqueur Magnum, produced by Speyside’s BenRiach Distillery, believes it has “fantastic potential” to achieve the same success as gin and vodka as it eyes global expansion.

Magnum Scotch whisky-based cream liqueur is readying for global expansion

Magnum was initially launched in August 2014 having secured distribution deals with leading UK supermarket chain Tesco in Scotland and several specialist retailers.

The cream liqueur is made from Scotch whisky manufactured by the BenRiach Distillery, which is then blended and bottled in Edinburgh.

Now with support from Edinburgh-based consultancy RTM Sales Solutions Ltd and a £350,000 investment from its owners, Magnum is now readying to launch in a range of international markets, including South Africa, the Americas and China.

“Magnum is a Scotch malt whisky-based liqueur with strong provenance values which is aimed at the emerging market of consumers who want premium quality products,” commented Steve Horne, a director of RTMSS. “Within other spirit categories, notably gin and vodka in recent years we’ve seen the emergence of many new and successful premium-level brands.

“We believe there is fantastic potential to also create similar market success story for a premium Scotch malt-whisky based product.

“The investment in the brand will enable us to amplify the existing strategy of extensive consumers sampling and wider awareness raising which is helping us build distribution across the UK and within other global markets.”

He continued to suggest that if the market share potential of around for premium spirits categories such as gin (10-15%) was applied to the cream liqueur category, then “Magnum could be on target for annual sales of around 100,000 cases in the UK alone”.

He added: “The initial consumer engagement, both in the UK and abroad, shows that there’s a great opportunity to establish Magnum as an international premium brand cream liqueur which can only be positive for the wider Scotch whisky industry.”

Magnum has an abv of 17% and is available in 700ml and 500ml bottles at an RRP of £19.99 and £14.99 respectively.