Bacardi Brown-Forman Brands has launched its first ever Jack Daniel’s pricemarked bottle.

Available now, the Jack Daniel’s PMP is a 35cl bottle, offered at the promotional price of £12.49, to help retailers capitalise on the growing demand for smaller spirit formats.

With nearly half of total annual spirit sales sold in the 12 week period before Christmas , the brand has launched its first PMP in an effort to help independent retailers offer value and boost sales.

Jack Daniel’s marketing manager Crispin Stephens said: “With value-for-money continuing to be a concern for consumers, we’ve introduced our first pricemarked pack to independent and convenience store retailers this year.

“Jack Daniel’s is committed to driving sales and profits, especially within the convenience channel, and we’re confident the new PMP bottles will drive incremental sales for retailers. With more and more consumers choosing to stay at home for nights in, or to have a chilled drinking occasion with friends over the festive period, we’d recommend that retailers stock up on Jack Daniel’s PMPs whilst stocks last.”