Whisky Focus - The Famous Grouse Launches Premixed Cans

The Famous Grouse, Scotland's best selling whisky for 30 years, is launching the brand's first premixed can (250ml 6% ABV). The product will contain The Famous Grouse perfectly mixed with cola, in a new handy format.

This innovation is a significant extension to The Famous Grouse family, one which will appeal to the growing number of pre-mixed spirit consumers. The premixed can market has grown by 47 per cent and now represents a quarter of the ready-to-drink market.

Gerry O'Donnell, brand director, said: "This move into the growing ready-to-serve drinks segment is well-timed and will allow us to learn about the category at the same time as reaching the many consumers who would like to try our brand in a new format."

Consumers in this market are looking for something new and different to match their sophisticated and ever changing drinking habits. This new expression of The Famous Grouse meets that expectation with an introduction to the brand that is smooth and easy to enjoy. A subtle balance of flavours, with a hint of citrus fruit, delivers the distinctively long and clean finish which is mixed together with the finest cola to create ´the perfect serve you expect from a bar.´

This new family member will be backed by investment from Maxxium UK, which is supporting the launch with a wide range of marketing activity from consumer sampling to in-store magazine promotions.

J Sainsbury's supermarket will be the first stockist from October. Vanessa Pearson, buyer spirits, J Sainsbury's, said: "It's great to see such an iconic and well loved brand is entering this growing market. This new product will provide our customers with a new quality serve in the ready-to-drink category. We look forward to seeing it on our shelves."

This news follows fast on the successful listing from next month of The Black Grouse and cola pre-mix in the Swedish monopoly.
 

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