Jameson, Ginger Ale & Lime returns to RTD shelves with larger format

Jameson Irish Whiskey is making a strategic re-entry into the ready-to-drink (RTD) market, bringing back its popular Jameson, Ginger Ale & Lime cans. This time, however, the brand is scaling up, rolling out the fan-favourite mixed drink in a larger 330ml format, replacing the previous 250ml size.

The move, driven by parent company Pernod Ricard, reflects soaring demand for Irish whiskey in the off-trade. The new, bigger cans are available now at major retailers including Tesco, Co-op, Morrisons, and Waitrose, with an RRP of £2.39 per can.

Pernod Ricard sees the relaunch as perfectly timed to capitalise on two major trends: the explosive growth of the RTD sector and the brand’s prominent partnership with the English Football League (EFL).

Data from Nielsen shows the RTD category remains a powerhouse in the UK off-trade, holding its position as the number one value-gaining category and surging by 13% in value sales over the 52 weeks to September 6. Within this surge, pre-mixed whiskey drinks specifically grew their overall sales value by £3.5 million in the channel.

Ian Peart, commercial director for Pernod Ricard UK, commented on the dual 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.”

Peart added that the RTD is key to enhancing the match-day experience for fans. “This means, showing up for fans in a way that makes their match-day 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 combination of a larger serving size and ongoing EFL visibility is expected to secure Jameson significant shelf presence and boost off-trade consumption throughout the football season.