Pernod Ricard UK has launched a newcomer into Single Malts, which it hopes will “shake up” the category.

Allt-A-Bhainne is described by the producer as “a disruptive, challenger brand”, and Pernod expects it will drive growth further in the thriving Single Malts sector, by pushing conventional boundaries to recruit a new generation of consumers.

Scotch Whisky is currently growing at 1.4% in the grocery channel with Single Malt growing ahead of the category at 9.1% in value sales.

Allt-A-Bhainne, which is also described as a “sophisticated and multidimensional liquid”, is mildly peated with fruity undertones.

The brand’s distillery in the heart of Speyside began distilling whisky in 1975, a time when everyone was going against the status quo. Now, 43 years later, it is finally ready to be distributed at scale to the UK market.

Chris Ellis, commercial director for Pernod Ricard UK, said: “The world of Single Malt whisky is often focused on history, heritage and how things used to be done. Speyside is known for its fruity whiskies but Allt-A-Bhainne goes against the grain by including peat, creating a unique and unconventional flavour. The Single Malts category is growing globally and the peated segment is leading this growth, growing on average almost twice as much as unpeated. Initial consumer research has been extremely positive and we are proud to be offering such a unique taste, we can’t wait for everyone to try it.”

The newcomer will be available across the grocery channel and on-trade from this month. It is unboxed and has a retail price of £37. A marketing campaign will support the launch.