Morgan's Spiced is looking to capitalise on its strength in Scotland with the introduction of a new premium packaged spirit into the Edinburgh drinks trade.
Morgan's Spiced Gold, a blend of golden rum and spices with an ABV of 5.4 per cent, is to remain exclusively in Edinburgh until March 2001, when it will be rolled out nationally throughout Scotland.
The latest addition to the PPS market is looking to build on the success of the core Morgan's Spiced brand north of the border and is aiming to establish itself as the number three PPS brand in Scotland within three years.
Sarah McNaught, Morgan's Spiced brand development manager for Scotland, said: "Morgan's Spiced is Scotland's leading contemporary spirit. The brand is so popular and the PPS market is so massive, it seemed a natural progression.
"After extensive research we have produced Morgan's Spiced Gold, which is ready mixed, easy to drink and appeals to a younger audience. It has been extremely well received by the trade."
McNaught added that owner Seagram UK will look to build awareness of the core brand south of the border before Morgan's Spiced Gold is released in England and Wales.
"Our research shows that an average 18 to 24-year-old will have tried five to six PPS brands over the last year," said McNaught.
"The brands that have proved most successful and have taken the Scottish marketplace by storm are brand extensions, which reflect their core brand values.
"By launching solely in Edinburgh, it gives us better stock control and we won't encounter the same supply problems as our competitors did when they launched Smirnoff Ice and Bacardi Breezer.
"Until we get a handle on the size of the opportunity we're going to control it in Edinburgh and see what happens."
The Edinburgh launch of Morgan's Spiced Gold, aimed at the 18 to 24-year-old male and female market, will be accompanied by an extensive support programme focusing on the theme "Discover Gold".
Activity includes on-trade consumer and staff offers throughout November and December, point-of-sale material and branded chiller units.
There is also a themed PR programme of pre-club and club support, style press and radio promotions.