Maxxium UK is targeting the independent trade with the launch of its premium spirits in smaller case formats.

Scotch whisky blend The Famous Grouse is now available in 35cl and 20cl 4-pack cases, adding to the existing range of other leading spirits in the portfolio. This includes Courvoisier in 35cl and 20cl and Highland Park 12 Year Old and The Macallan Gold in 35cl. These brands were launched in smaller four-pack case sizes last year.

More than half (54%) of spirits bottles sold in convenience are smaller than 70cl .

Bay Bashir of Lifestyle Express in Middlesborough said: “The smaller case sizes for these big brands are a great idea from Maxxium. It’s great to see that they have listened and followed up on the size of packs that independent retailers have requested for this channel.”

Maxxium UK’s sales controller for Cash & Carry and impulse, Andrew Morrison, said: “We spoke to wholesalers and retailers to establish how best Maxxium UK could support the impulse channel.

“The result is the introduction of our new, smaller cases to help with stock management and cash flow, which allow retailers to stock leading premium brands to meet the needs of shoppers and maximise sales.”