A whisky firm have launched a lighter spirit drink to the market with a new category defining product – Whyte & Mackay Light.
With more ‘low and no’ beer, cider and wine options available than ever before, the award-winning whisky makers recognised a gap when it came to spirit drinks. And they decided to do something about it.
Whyte & Mackay Light is a premium spirit drink proudly made in Scotland, expertly crafted to 21.5 %, a lower ABV reflecting growing consumer trends. The lighter spirit is a smooth, rich drink, created to be served straight or as a long drink with a mixer.
It is available from Tesco stores nationwide from early June with an RSP of £12. The brand plans to roll out in further stores from Autumn.
Ruairi Perry, head of brand, said: ‘The success we enjoy across the Whyte & Mackay portfolio has been built on the brand that carries our name. We’re delighted to announce the launch of Whyte & Mackay Light.
‘It’s a different product with the same younger consumer in mind. It leads the way in the spirits category as a quality spirit drink, available at a lower ABV, expertly crafted to be surprisingly smooth, whether it is enjoyed neat or as a long-serve.’
Rod Gillies, Head of Innovation at Whyte & Mackay, said: ‘We’ve doubled the size of our brand portfolio in the last three years, with new whiskies developed to bring new consumers into the category.
‘Now, with Whyte & Mackay Light, we’re using the strength of one of our existing brands to deliver an attractive option for the growing number of consumers who may be looking to keep an eye on their alcohol intake.
‘People trust Whyte & Mackay to make a great-tasting spirit and, thanks to our expert distilling team, Whyte & Mackay Light tastes fantastic – either straight over ice, or served with your favourite mixer. We think it’s a compelling addition to the spirit drink category, and we’re looking forward to introducing consumers and shoppers to it.’
The product stands apart within Whyte & Mackay’s portfolio and comes as the Glasgow-based spirits producers celebrate their 175 year anniversary.