Famous Grouse launches first premix

20 August, 2010

The Famous Grouse is rolling out its first premixed can to capitalise on the growth of the RTD category.

The 25cl, 6% abv drink will contain one measure of the Famous Grouse blended Scotch with cola. Sainsbury’s will be the first to stock it from October.

The extension to the range forms part of the brand’s strategic plan designed to attract new drinkers to the blended Scotch category.

The new SKU will be backed by investment from Maxxium UK, which is supporting the launch with a wide range of marketing activity, from consumer sampling to in-store magazine promotions.

Linda Sooprayen, Maxxium UK’s brand manager for the Famous Grouse, said: “We are delighted with the finished product and from our previous consumer sampling experience, we are confident consumers love the taste.

“What the Famous Grouse and cola premixed can delivers for us is that same perfect serve you expect from a bar, conveniently packed for our consumers.” Maxxium said the premixed can market has grown by 47% to represent a quarter of the RTD market and that the Famous Grouse & Cola can could provide a springboard from this growing category to the wider blended Scotch category.

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