Suntory ramps up small-format push

By Oliver Catchpole

Published: 28 September, 2026

Suntory Global Spirits has announced the release of a 35cl format across whisky brand Jim Beam’s core and flavour ranges, giving shoppers what it called a “more accessible way to purchase”.

The launch forms part of a wider programme from the spirits giant, intended to increase the availability of smaller-formats across its portfolio – Q1 2027 will see Jim Beam White and Jim Beam Pineapple released in a 5cl format as well.

Smaller spirits formats continue to grow in in popularity across the UK, with data from Nielsen suggesting that, in particular, fractionals (20cl-50cl) are growing while traditional full-sized spirits continue to decline.

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Convenience is performing particularly strongly, with 53% of fractional whisky sales taking place in the channel.

Commenting on the launch, Nick Temperley, MD for UK & Ireland at Suntory, 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.”

Suntory explained that smaller-formats represent a lower upfront cost for shoppers, aligning them with changing shopping habits, as consumers are adopting more frequent and lower-value shopping trips – with the average basket now sat at £22.20 in the UK.

It added that it had been listening to shoppers and retailers, with a key message being “that the current portfolio needed to be adapted to deliver products in more accessible formats at a more affordable price point for the convenience occasion”.

The new range – which launches today (28 September) includes Jim Beam White, Jim Beam Pineapple, and Jim Beam Black Cherry, all in a 35cl format.

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