Pernod Ricard UK is shaking up the single malts category by launching a brand-new expression, Allt-A-Bhainne. Single Malt is growing ahead of the Scotch whisky category, up +9.1% in annual value sales. The disruptive challenger brand aims to drive growth further by pushing boundaries to recruit a new generation of Single Malt consumers. Bringing attitude and personality to the category, the fresh, irreverent brand offers something a little bit different for a new generation of whisky drinkers. Available across the grocery channel and on-trade, Allt-A-Bhainne is unboxed and carries an RRP of £37.