Whyte & Mackay has launched a ‘light’ spirit targeted at younger customers.
The firm believes there is a gap in the market alongside “low and no” beers, ciders and wines.
It describes Whyte & Mackay Light as a “premium spirit drink proudly made in Scotland”.
The 21.5 %, ABV drink looks like whisky but is studiously not described as such. The makers define it as “a smooth, rich drink, created to be served straight or as a long drink with a mixer”.
It will be on sale in Tesco from early June for £12 and the brand plans to supply other 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.”
