By Sacha Delfosse
Jameson Irish Whiskey has announced it will be entering the ready-to-drink market with two new premium RTD products set to hit shelves in August.
The two RTDs, Jameson Cloudy Apple and Jameson Raw Cola, have been developed off the back of extensive testing amongst consumers, with both variants rating well during tastings.
The new range aims to create a new premium dark RTD segment, and is targeted at males aged 25 to 34 who are tired of the traditional beer category.
The launch will be backed by a $5.3 million marketing campaign, with a further $1.6 million to be spent on media, advertising on bus shelters and billboards, to ensure consumer awareness of the product.
There will also be a strong focus on in-store tastings to encourage trial, and retailers will be provided with a selection of in-store POS materials to communicate with customers.