Jameson taps into flavoured spirits trend with orange variant

The 700ml variant retails at £23.95 and has a 30% ABV and will be supported by digital, social media, video-on-demand and off-trade activity throughout October.

Jameson Orange “introduces a modern, low-sugar twist to the growing flavoured spirits category”, which brand owner Pernod Ricard said has driven 80% of all new product sales in the off-trade over the past three years.

The spirit drink is set to attract younger millennial and Gen Z drinkers with its “innovative proposition”, as flavoured imported whiskey has strong appeal among 18- to 34-year-old consumers.

It said Jameson is growing 20% in the off-trade, almost twice as fast as the total whiskey category (11%), and holds a 78% value share of Irish whiskey in the UK.

Ian Peart, commercial director at Pernod Ricard UK, said: “With the popularity of flavoured spirits on the rise and Jameson continuing to fly in the UK, Jameson Orange is perfectly positioned to tap into this growing consumer opportunity.

“The newest innovation in the Jameson family builds on the brand’s carefully crafted process to offer an accessible entry point from which to explore a value rich category and engage new consumers.”