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Jameson makes its first move into RTDs

Published:  14 March, 2017

Pernod Ricard has poured Jameson into cans in a bid to up the Irish Whiskey brand's relevance among younger drinkers.

The premium 5% abv duo, which marks the first time Jameson has been available in can format, is being rolled out across grocery and impulse now in Classic Cola and Ginger & Lime flavours (rsp: 1.90/250ml).

Designed to bring convenience to the Whiskey category, the RTD cans would appeal to the on-the-go lifestyle of 25 to 35-year-old males, said Pernod Ricard head of marketing, dark spirits, Magin Trewhella.

"Our new drinks 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," she said, adding they created a "new experience" for Jameson, while providing the tipple's "distinctive smoothness".

The launch follows Diageo adding an iced coffee RTD range to its Baileys Irish Cream portfolio earlier this month.

Available from major retailers, Baileys Iced Coffee comprises two popular flavours - latte and mocha (rsp: £1.90/250ml).

The 4% abv drinks feature a unique blend of Arabica and Robusta iced coffee interwoven with milk, fine spirit and the unmistakable taste of Baileys.