Clan Campbell Smooth Shot Vanilla targets high-energy moments

Stock Spirits Group is tapping into the shot occasion with a Scotch whisky-based, vanilla-flavoured liqueur: Clan Campbell Smooth Shot Vanilla.

Clan Campbell Smooth Shot Vanilla combines blended Scotch whisky with vanilla flavour, and sits at 25% ABV. The product was designed to enjoy as a shot, neat or over ice, as part of mid- to high-energy occasions. Anne Martin, CMO at Stock Spirits Group, which owns Clan Campbell, said: “The whisky category has been losing relevance with younger adult consumers, and Smooth Shot Vanilla is designed to address that directly. “Building on Clan Campbell’s expansion across Europe and the introduction of Honey and Lime variants, we are evolving the brand with a more accessible, flavour-led, and lower-ABV proposition that reflects how people want to drink today.” Clan Campbell Smooth Shot Vanilla is being rolled out across France and will be supported by a multi-channel marketing campaign. Further launches are planned throughout Europe later this year. Stock Spirits group said Smooth Shot Vanilla was created to cater for younger adult drinkers who are looking for more approachable spirits, both in taste and in how they are consumed. The new product aims to satisfy drinkers seeking flavoured and lower-ABV drinks. An MMR study of 529 people in France aged between 20 and 49 indicated a 67% purchase intention for Clan Campbell Smooth Shot Vanilla. The whisky-based liqueur is priced at RRP €13.40 (US$16) per 700ml bottle.