Pernod Ricard UK is rolling out a new 330ml can for its popular Jameson, Ginger Ale & Lime ready-to-drink (RTD) cocktail. The larger format, an increase from the previous 250ml size, is designed to capitalize on the rapidly growing UK RTD market and appeal to consumers during key sporting occasions.
The move comes as the RTD category continues to show significant growth in the UK off-trade, increasing in value by 13%.
Within this category, pre-mixed whiskey drinks have seen a sales value increase of £3.5 million (US$4.4m).
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READ THE STORYThe new, larger can aims to better serve consumers enjoying drinks at home or while attending events.
Pernod Ricard is supporting the launch through its long-term partnership with the English Football League (EFL).
This partnership specifically targets a key demographic for RTDs: consumers aged 19 to 24.
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Marketing activations will include sampling from the Jameson brand’s “Orla Board” bus at high-profile EFL matches, including finals.
The brand’s investment reflects a strategy to build equity within this core consumption group.
As reported by Talking Retail, Ian Peart, commercial director for Pernod Ricard UK, commented on the strategy.
“The RTD market is rapidly expanding in the UK and Jameson continues to inspire consumers by engaging them through their passion points, the number one being football.”
He added: “This means, showing up for fans in a way that makes their matchday experience smoother, with great drinks, prizes, collaborations and content that resonates.”
“The new, larger 330ml format will make it even easier to enjoy a smooth Jameson Irish Whiskey both at home or away.”
The launch reflects a wider industry trend of brands offering larger, single-serve formats to enhance convenience and value perception for consumers. Jameson’s focus on sports partnerships is a core part of its global marketing, aiming to embed the brand within high-energy social occasions.
