Beam Global Spirits & Wine has launched a new single malt Scotch whisky on the UK market.

The company said today (31 October) that the 46% ABV double-matured single malt whisky, named Ardmore Traditional Cask, will be "a new brand in its own right".

Beam Global Spirits & Wine's global Scotch brand director Michael Cockram said: "Despite a rise in sales, research undertaken in the UK and the US indicates that the progression from mainstream malts, which account for the bulk of sales, to more challenging malts remains a daunting prospect for some consumers."

Cockram added: "While tradition, heritage, process and location all play a role in brand identification, they can, along with a liberal helping of malt snobbery, act as significant barriers to trial, because they often overshadow the important factor of flavour. Ardmore Traditional Cask is a new generation malt specifically created to address this."

Ardmore will roll out today at Sainsbury's stores as well as other specialist retailers across the UK and will be "priced alongside other premium malt whiskies".