Pernod Ricard has set its sights on turning younger shoppers onto single malt whisky with a new ‘sweetly peated’ single malt brand Allt-A-Bhainne.
It is the first official single malt brand from the Allt-A-Bhainne distillery in Speyside, which was founded in 1975. Its whiskies had previously been used only for Pernod-owned Chivas Brothers blends - as well as a smattering of independent bottlings.
The liquid itself (40% abv) was “sophisticated and multidimensional,” said Pernod, with “fruity undertones that create the perfect balance between peatiness and fruitiness”. It hits the UK on and off-trade this month (rsp: £37/70cl).
The brand is being positioned as an “irreverent” challenger brand that “offers something a little bit different for a new generation of whisky drinkers”, according to Pernod. The bottle carries no age statement.
The world of single malt whisky was “often focused on history, heritage and how things used to be done”, said Pernod Ricard commercial director Chris Ellis. “Speyside is known for its fruity whiskies but Allt-A-Bhainne goes against the grain by including peat, creating a unique and unconventional flavour.”
Indeed, peated malts were growing “almost twice as much as unpeated” at global level, he added. “Initial consumer research has been extremely positive and we’re proud to be offering such a unique taste.”
The rollout of Allt-A-Bhainne will be backed by “disruptive OOH” and in-store advertising.
The launch comes as take-home sales of single malts have risen steadily over the past year, growing £7.6m (3.6%) to £216.6m, on volumes up 6.9% [Kantar Worldpanel 52 w/e 17 June 2018].
Pernod Ricard isn’t the only supplier targeting younger shoppers with whisky NPD. Blended whisky giant Whyte & MacKay, for instance, launched The Woodsman, a 40% blend aimed at younger shoppers it claimed have been “put off by traditional category cues” last month.
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