Scotch whisky giant Whyte & Mackay has expanded its nascent Wildcat Gin brand with a berry-flavoured variant.
Called Wildcat Bramble (rsp: £26/70cl), the 37.5% abv tipple promises notes of blackberry, raspberry, “hedgerow fruits” and cherry.
It will be available in Tesco, backed by a push that invites shoppers to “help break this curse” - referring to the legend that brambles cannot be consumed after 29 September without fear of reprisal from the devil.
Wildcat Bramble was “a decadent new liquid with a mysterious and uncommon flavour, specifically designed to meet consumer demand for new, fun flavours of gin perfect for those after dark occasions” said Whyte & Mackay general manager Mike Greggs.
The new gin is the supplier’s latest move to stem its ongoing sales decline in grocery and attract younger shoppers. It lost 7.5% of its value over the past year to become worth £65.5m [Nielsen 52 w/e 20 April 2019].
In June, Whyte & Mackay launched a 21.5% abv ‘light spirit drink’ in June, targeting the low/no alcohol trend.
This was preceded last year by Wildcat Gin, to cash in on the gin craze, and The Woodsman, a blended Scotch without traditional category cues – designed to appeal to young adults.