J&B hopes to attract new drinkers with innovation

J&B has launched a new whisky to encourage younger drinkers into the scotch category.

There has been a nine per cent decline in scotch drinking in the on-trade over the last year, according to the latest AC Nielsen statistics. Brand owner Diageo believes this is a result of drinkers in their 20s and 30s turning their back on scotch.

The drinks company hopes the new whisky J&B -6ºC, will act as an entry point for these people into the whole whisky category.

John Williams, innovation marketing manager for J&B-6ºC, said: "We need to keep innovating in the scotch category or there won't be much left to work with pretty soon. If this product becomes a stepping stone for people to move on to more challenging whiskies in the future then I will be very happy."

The whisky is lighter and smoother with less burn on the palate than most of its mainstream competitors. It has also been produced with mixing very much in mind.

Mr Williams believes one of scotch's main weaknesses in the on-trade market is its lack of versatility. So it has been blended to mix well with a whole host of soft drinks, including cola, tonic water and cranberry.

J&B -6ºC has been 16 months in the making and was launched into the trade this week; it will begin appearing in up to 400 bars nationwide from April. Diageo is looking to carry out a programme of training and education with bartenders in these 400 outlets before rolling it out from September. The company will then embark on an above-the-line marketing campaign to promote the brand.