Driving up Jameson whiskey sales through new RTD cocktails
IRISH whiskey brand Jameson has made a comeback to the ready-to-drink (RTD) category with the return of its Jameson, Ginger Ale & Lime cans.
And this time, the fan-favourite can has made a bigger return. Previously only available in a 250ml format, the new Jameson Ginger & Lime RTD comes in a larger 330ml can to match the rising demand for the Irish spirit in the off-trade.
Jameson Ginger & Lime RTDs are available on shelves now across Tesco, Co-op, Morrisons and Waitrose stores as well as via wholesalers Bestway and Dhamecha. Each 330ml can comes with an RRP of £2.39.
Parent firm Pernod Ricard reckons this new addition comes at a perfect time for the brand due to its partnership with the English Football League (EFL). With the football league well-underway, Pernod believes this tipple will be a popular choice for avid fans of the EFL and will provide it some additional coverage across key football matches for months to come.
Further to this, data from Nielsen for the 52 weeks to 6 September found that RTDs has held it place as the number one value-gaining category across the UK off-trade and is up by 13% in value sales terms. Additionally, the same information found that pre-mixed whiskey drinks increased overall sales value by £3.5million in the channel.
Ian Peart, commercial director for Pernod Ricard UK, said: “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 match-day experience smoother, with great drinks, prizes, collaborations and content that resonates. The new, larger 330ml format will make it even easier to enjoy a smooth Jameson Irish Whiskey both at home or away.”
