Flavoured whiskey takes a bite at the UK take home market

Flavoured American whiskey is one of the big innovation trends in alcohol this year – but the off-trade impulse channel will have to wait to cash in on the two biggest launches.

%%IMAGE%%Maxxium UK said there would be a “phased rollout” of its Jim Beam Honey brand after an on-trade launch, while Bacardi Brown Forman’s Jack Daniel’s Honey won’t put in an off-trade appearance until August.

But one flavoured whiskey is putting take-home at the heart of its plans with on-pack competitions and product tastings supporting the introduction of Mickey Finn Apple Whiskey Liquor by Dublin-based Babco Europe.

At 35% abv, the drink is a higher-strength extension of the main 15% abv Mickey Finn light spirit brand, launched in the UK in 2004.

It’s made from a blend of Irish whiskey and American grain whiskey, infused with green apple juice.
“It’s the ideal drink for those who are discovering whiskey for the first time or looking for something a little different,” said chief executive Mark Wilson.

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