The ready-to-drink (RTD) cans, which are exclusive to the UK market, come in two flavours: Classic Cola and Ginger & Lime. The drinks are expected to recruit younger consumers into the Irish whiskey category by offering a more convenient option for the target audience of young males, aged 25 to 34.
RTD cans is a growth category with sales up by 14%, according to Nielsen (MAT to 31 Dec 2016). In contrast, RTD bottle sales are down by 12%.
Magin Trewhella, head of marketing (Dark Spirits) at Pernod Ricard UK, said: “The launch of Jameson RTD cans is an exciting move, allowing us to bring a younger audience into the Irish whiskey category. With the summer months setting in, the new offering will interest and inspire young consumers looking for a more convenience 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, while providing the recognisable smoothness that is distinctly Jameson.
“Jameson’s upward trajectory continues with volume and value in the off-trade (+1.5% value) thanks to increased distribution in grocery and impulse. 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.”
The 5% abv cans will be available across grocery and impulse channels, priced at £1.90 per 25cl can.