Jameson has brought back its Ginger Ale & Lime ready-to-drink in a new 330ml format.
Jameson Ginger Ale & Lime 330ml (rsp: £2.39) has landed in Tesco, Co-op, Morrisons and Waitrose, as well as Bestway and Dhamecha. It will also be available in select English Football League (EFL) stadiums as part of the brand’s status as the official whiskey of the competition.
Previously available in a 250ml format, the bigger can is being launched as part of a bid by Jameson owner Pernod Ricard to tap into growing demand for RTDs in the UK off-trade. The segment was growing by 13% year on year, with pre-mixed whiskey drinks up by £3.5m, Pernod Ricard UK said, citing NIQ data.
“The new, larger 330ml format will make it even easier to enjoy a smooth Jameson Irish whiskey both at home or away,” said commercial director for Pernod Ricard UK Ian Peart.
“The RTD market is rapidly expanding in the UK and Jameson continues to inspire consumers by engaging them through their passion points, the number one being football. This means showing up for fans in a way that makes their matchday experience smoother, with great drinks, prizes, collaborations and content that resonates.”
Jameson would support the launch of its new, larger format RTD with sampling activity on the Jameson bus, ‘Orla Board’, close to major EFL partnerships, Pernod Ricard UK added.
No comments yet