William Grant launches Warninks White

15 October, 2014

William Grant has bolstered its advocaat range by launching Warninks White, a vodka liqueur with flavours of white chocolate and mint.

It already counts the UK’s number one advocaat, the original Warninks, among its ranks, but believes the new variant will “appeal to new audiences without isolating the core brand fans”.

Brand Manager Paul Curry said: “The off-trade liqueurs and specialities market is worth almost £500m and accounts for 13.3% of the spirits category [Nielsen, year to April 2014].

“This promising growth comes as consumers become more experimental with flavour profiles, and pre-Christmas, when the core brand sees its sales spike, is an ideal time to launch a new, unique product that will boost sales in the off-trade.

“Consumers favour brands that stay ahead of evolving trends and white chocolate and mint is an intriguing concept. We know that as individual flavours, white chocolate and mint are hugely popular and we are confident that the combined flavours will be an attractive proposition for drinkers and shoppers.

“We’re expecting this launch to create the kind of excitement the grocery market needs to ensure consistent year round sales opportunities for retailers.”

The new drink is designed to be enjoyed neat or with lemonade.  

Warninks White is available in all Asda stores from October 23, with an rrp of £12.99.

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