THE FAMOUS GROUSE LAUNCHES PRE-MIXED CAN
The Famous Grouse is launching the brand’s first pre-mixed can, with 6% alcohol by volume product containing one measure of the Scotch combined with cola in a new 250ml format.
The pre-mixed can market has seen sharp growth of forty seven percent and now represents a quarter of the ready-to-drink market.
The Famous Grouse & Cola can hopes to provide an introduction to the wider blended Scotch category for this growing consumer base.
This new SKU 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.
Linda Sooprayen, The Famous Grouse brand manager, Maxxium UK, said:
“We are delighted with the finished product and from our previous consumer sampling experience we are confident that consumers love the taste.
What The Famous Grouse & Cola premixed can delivers for us is that same perfect serve you expect from a bar, conveniently packed for our consumers.”
Sainsbury’s will be the first stockist from October. Vanessa Pearson, buyer for spirits, RTDs and fortified wine at 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 activity follows the announcement of the new bottle re-pack and an intensive year-long marketing campaign, which will communicate The Famous Grouse Famous for a Reason messaging and drive increased consumer demand.
With the Christmas season not as far away as it seems, this launch looks set to capitalize on festive consumption and the increasing popularity of connivence drinks within the sector.
Related posts:
