Jameson, the UK’s number one Irish whiskey (Nielsen Scantrack total off trade 31/12/16), has unveiled a new premium, on-the-go offering to the category with the launch of its ready to drink (RTD) cans (RRP £1.90 per 250ml can).

With its two new flavours, Classic Cola and Ginger & Lime, Jameson is set to further increase excitement and engagement around Irish whiskey by tapping into the growing RTD can market, worth over £95m (Nielsen, Grocery Multiples, MAT to 31.12.2016).

With a 5% ABV, the new drinks have been launched to recruit younger consumers into the Irish whiskey category. Creating a more convenient solution for the on-the-go lifestyle of young males aged 25-34, Jameson RTD cans are set to further grow interest amongst RTD shoppers.

Magin Trewhella, head of marketing dark spirits at Pernod Ricard UK, said: “The launch of Jameson RTD cans is an exciting move, allowing us to bring a younger audience into the Irish whiskey category. 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. The RTD cans create a new experience from the number one Irish whiskey, whilst providing the recognisable smoothness that is distinctly Jameson.

“Jameson’s upward trajectory continues with volume and value in the off-trade (+1.5% value, Nielsen Scantrack total off trade 31/12/16) thanks to increased distribution in grocery and impulse. The success with Jameson focuses on long term brand building and we are always working hard to evolve and innovate, with offerings such as the new RTD cans, to recruit new and younger consumers to the Jameson brand.”

Jameson RTD cans will be available across grocery and impulse channels.