Whyte & Mackay launches 21% abv spirit drink
Whyte & Mackay has launched a lower abv drink, which it describes as “a category defining premium spirit drink from Scotland”.
The 21.5% abv drink, called Whyte & Mackay Light, is the latest in a series of innovations beyond its single malt and blended whisky heartland and it is designed to tap into the growing consumer demand for lower abv drinks.
Ruairi Perry, head of brand at Whyte & Mackay, said: “The success we enjoy across the Whyte & Mackay portfolio has been built on the brand that carries our name. We are continually looking at trends in drinks and listening to our consumers across the UK, which is why we are delighted to announce the launch of Whyte & Mackay Light. It is a different product, built with the same younger, lighter consumer in mind. We see a different type of drinking occasion emerging – and Whyte & Mackay Light has been developed to satisfy that occasion.”
In 2016 the company kickstarted a major investment in its portfolio with the releaunch of Single Malt Scotch Whisky Tamnavulin in 2016, followed by the redeveloped positioning for Single Malt Scotch Whisky Jura, which launched five new whiskies for the domestic market in 2017.
The investment continued with the launch of the contemporary brand Shakleton in 2017 while 2018 saw the release of Woodsman Blended Scotch Whisky and Wildcat Gin.
This year it launched The Whisky Works, a boutique whisky house.
Rod Gillies, head of innovation at Whyte & Mackay, said: “We’ve doubled the size of our brand portfolio in the last three years, with new whiskies developed to bring new consumers into the category. Now, with Whyte & Mackay Light, we’re using the strength of one of our existing brands to deliver an attractive option for the growing number of consumers who may be looking to keep an eye on their alcohol intake.
"People trust Whyte & Mackay to make a great-tasting spirit and, thanks to our expert distilling team, Whyte & Mackay Light tastes fantastic – either straight over ice, or served with your favourite mixer. We think it’s a compelling addition to the spirit drink category, and we’re looking forward to introducing consumers and shoppers to it.”
Whyte & Mackay Light is available now from Tesco stores priced at £12.
The launch follows a number of lower alcohol spirit launches over the last six months, including the launch of the Infusions range from Smirnoff and the 30% abv Ketel One Botanical range.