Scotch whisky maker Whyte & Mackay has become the latest producer to enter the low-alcohol category with the launch of 21.5% abv Whyte & Mackay Light.The new premium spirit drink has been created to appeal to “younger, lighter consumers” and is said to meet the “greater demand for lower abv drinks”. Ruairi Perry, head of brand at Whyte & Mackay, said: “The success we enjoy across the Whyte & Mackay portfolio has been built on the brand that carries our name. We’re continually looking at trends in drinks and listening to our consumers across the UK, which is why we’re delighted to announce the launch of Whyte & Mackay Light. “It’s a different product, built with the same younger, lighter consumer in mind. We see a different type of drinking occasion emerging – and Whyte & Mackay Light has been developed to satisfy that occasion.” Whyte & Mackay Light will launch in Tesco stores in the UK from early June with an RRP of £12 (US$15) per 700ml bottle. The new product launch follows a series of investments from Whyte & Mackay in its "contemporary spirit brands", each developed to “reflect evolving consumer demands”.
The investment in its portfolio included the redeveloped positioning for single malt Scotch whisky brand Jura and the launch of "contemporary" whisky brand Shackleton, Woodsman Blended Scotch Whisky and Wildcat Gin.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.”