Product Launch - AUS/NZ: Pernod Ricard's Jameson Perfectly Crisp Cloudy Apple and Jameson Natural Ground Raw Cola

Jameson unveils premium RTDs

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.

According to Pernod Ricard, the RTD category is underdeveloped at the moment and the company is confident its new premium RTD range will offer consumers a contemporary product that they will likely consume in a wider range of occasions.

And the premium aspect of the RTDs will allow retailers to charge a higher price and reap higher margins from them.

The strong brand awareness that Jameson enjoys amongst this group indicates that this will help push trialling and take-up of the new RTD product, the company said, and it also expects sales of the parent brand to increase as well.

Original source: http://www.pernod-ricard-australia.com/index.php