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Whyte & Mackay launches smaller whisky packs following introduction of minimum unit pricing in Scotland

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Emperador's Scotch whisky unit Whyte & Mackay has released a smaller bottle of its namesake blended whisky brand, as it looks to offer consumers a "value-friendly" option, following the introduction of a minimum unit price for alcohol in Scotland.

The company said today that the new 50cl bottle carries an RRP of GBP10 (US$13.35). The move follows the introduction of a GBP0.50p per unit minimum price on alcohol at the start of May

Whyte & Mackay will still offer its 70cl and one-litre pack formats.

"At Whyte & Mackay, we pride ourselves on fulfilling the needs of the consumer, which is why it was important that we expand our offering to include a smaller size of our... whisky, " said Ruairi Perry, head of blended whisky at Whyte & Mackay. "With new price changes in Scotland, we wanted to give our consumers more choice and value for money when it comes to their whisky purchase."

Why Minimum Unit Pricing could prove a win for both consumers and the drinks industry – Analysis


Sectors: Spirits

Companies: Whyte and Mackay

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