Jim Beam has responded to consumer demand by expanding its UK offering with the launch of three spirits in 35cl package formats.

According to Suntory Global Spirits, the popularity of smaller package sizes continue to grow across the UK marketing a ¨real shift in how shoppers are buying spirits¨.

Jim Beam White, Jim Beam Pineapple and Jim Beam Black Cherry will be available in the smaller format carrying an £11.89 price point.

The range will initially be available through Booker, Bestway, Parfetts and United Wholesale, as well as Co-op, with further distribution expected to follow.

The smaller spirit formats, that are known as fractionals, are growing while sales of traditional ¨full-sized¨ spirits are declining. 53% of fractional whisky sales also take place through convenience stores, according to Nielsen data.

According to Suntory Global Spirits, the introduction follows feedback gathered since establishing its new UK route-to-market.

Nick Temperley, managing director UK & Ireland at Suntory Global Spirits, said: “We’re seeing a real shift in how shoppers are buying spirits, and fractional formats are right at the heart of it.

“For convenience and wholesale, where choice, price point and smart use of shelf space all matter, that shift is a big opportunity for us. Bringing Jim Beam into 35cl gives our retail partners another way to meet shoppers where they are, and it’s part of a much broader move across our portfolio to get the right formats in front of the right occasions.”