Scotch company launches ‘light’ lower alcohol spirit inspired by whisky

Scotch whisky is bound by strict production rules and centuries of tradition, but hoping to cash in on the trends making millions for other brands, Glaswegian distiller Whyte & Mackay has brought a new take on the amber elixr to market.

Called Whyte & Mackay Light, the new product is a “spirit drink” bottled at 21.5% ABV, which the company said will allow it to benefit from the growing number of consumers who prefer to spend their money on lower strength serves.

“The success we enjoy across the Whyte & Mackay portfolio has been built on the brand that carries our name,” Ruairi Perry, Whyte & Mackay’s head of brand, said.

“We’re continually looking at trends in drinks & listening to our consumers across the UK, which is why we’re delighted to announce the launch of Whyte & Mackay Light.

Perry adds that the Light version of its whisky is “a different product, built with the same younger, lighter consumer in mind.”

“We see a different type of drinking occasion emerging – and Whyte & Mackay Light has been developed to satisfy that occasion.”

The Scotch company, founded i175 years ago, has sold a number of expressions over the years, including an 8-, 12-, 12-year-old Deluxe and 21-year-old Scotch, but the range of its portfolio has doubled since 2016. Whyte & Mayckay relaunched single malt Scotch Tamnavulin in 2016, before bolstering the product mix for its single malt whisky Jura, which launched 5 new whiskies for the domestic market in 2017.

Head of innovation Rod Gillies said the company is aware that it needs to “bring new consumers into the category.”

“With Whyte & Mackay Light, we’re using the strength of one of our existing brands to deliver an attractive option for the growing number of consumers who may be looking to keep an eye on their alcohol intake.”

Whyte & Mackay Light will be sold in Tesco stores nationwide from early June, priced at £12.