Pernod Ricard is driving one of the most profitable sectors of the spirits market with Glen Keith, a single malt Scotch whisky.

Available to convenience retailers now, the 70cl bottles have an RRP of £30 and come in cases of six.

The product has previously only been available in rare batches at a higher price of £50-£175.

James Middleton, impulse channel director for Pernod Ricard, said: “The single malt market has been one of the most profitable sectors of the spirits market in the past 10 years and is at the front of a movement in consumer taste towards spirits with greater authenticity.”

Glen Keith is one of five Scotch Whiskies that Pernod Ricard is urging retailers to stock up on this Christmas.

Sales of premium Scotch whisky are set to increase by 68% in the eight weeks before Christmas. Ballantine’s, Aberlour 10yo, Chivas Regal 12yo, The Glenlivet Founder’s Reserve and Glen Keith make up Pernod’s Scotch range.

“Malt Whisky had a particularly strong uplift of 90% last year. As shoppers look to trade up and select gifts, the fact that this is the first time Glen Keith has been available at an affordable price makes it a great option,” Middleton said.