Jameson targets younger consumers with first RTD cans

Jameson has launched into ready to drink cans for the first time as it looks to “recruit younger consumers into the Irish whiskey category”.

Two new 5% abv RTD variants – Classic Cola and Ginger & Lime – are available now across grocery and impulse channels (rsp: £1.90/250ml).

Aimed at young males aged 25 to 34, the new range would tap into the rapid growth of RTD cans, up 14% to £95m [Nielsen MAT to 31 December 2016], and bring a younger audience to Irish whiskey, helping drive “incremental spirits sales” of Jameson Original, the brand said.

“With the summer months setting in, the new offering will interest and inspire young consumers looking for a more convenient way to enjoy whiskey on the go during outdoor seasonal occasions such as festivals,” said Magin Trewhella, head of marketing (dark spirits) at Pernod Ricard UK.

“The RTD cans create a new experience from the number one Irish whiskey, whilst providing the recognisable smoothness that is distinctly Jameson.”