Magnum’s Scotch cream liqueur debuts in dozens of Sainsbury’s locations throughout Scotland, supported by world‑champion curlers from Team Mouat.
The Magnum Scotch Malt Whisky Cream Liqueur is set to appear on the shelves of more than twenty Sainsbury’s outlets across Scotland. From the bustling streets of Edinburgh to the coastal towns of Aberdeen and the historic valleys of the Scottish Borders, the brand is rolling out a premium blend that couples single-malt Scotch whisky with fresh cream.
This rollout follows a strategic partnership aimed at offering Scottish shoppers a locally produced, sustainably packaged spirit that blends tradition with modern manufacturing.
Production takes place at a purpose-built cream facility in Kirkcaldy, Fife, where the liqueur is crafted and bottled entirely in Scotland.
The plant works hand-in-hand with logistics provider QAS, enabling a distribution network that already reaches the rest of the United Kingdom, Canada and South Africa. Thanks to recent automation, the line now pushes out roughly 40 bottles per minute, ensuring a steady supply for the expanding retail footprint.
Strategic retail rollout with Sainsbury’s
By aligning with Sainsbury’s, Magnum has pinpointed key retail sites that serve a wide cross-section of Scottish communities. The selected stores span major city centres—Edinburgh, Glasgow, and Aberdeen—as well as regional markets in Fife, Ayrshire, Stirling, West Lothian, South Lanarkshire and the Scottish Borders. Lee Schofield, director of Magnum, notes that the collaboration “carefully selects key retail outlets to help reach local communities across Scotland” and reflects a broader ambition to position the brand as the nation’s sole Scotch whisky-based cream liqueur.
Brand ambassadorship by Team Mouat
Adding a sporting dimension to the launch, the company has enlisted the world-champion curling squad Team Mouat as official ambassadors. The team—comprising skip Bruce Mouat, and crew members Hammy McMillan, Bobby Lammie and Robin Brydone—embodies the spirit of Scottish excellence that Magnum wishes to convey. Schofield explains, “Team Mouat are an amazing group of guys, who really embody the spirit of our nation. As Scotland’s curling world champions, we think they’re the perfect ambassadors to represent the Magnum brand and curling across Scotland, including our new partnership with Sainsbury’s.”
Commitment to provenance, premium ingredients and sustainability
The liqueur’s formula is simple yet distinctive: it combines the finest single malt Scotch whisky—sourced exclusively from Scottish distilleries—with locally produced cream. Schofield emphasizes that “provenance, premium ingredients and sustainability remain at the heart of everything we do.” The packaging, described by Schofield as an “innovative and sustainable solution,” reduces waste while preserving the product’s character. Hemisphere Brands, an Edinburgh-based agency, serves as the global brand representative, ensuring consistent messaging across markets.
Overall, the launch represents a multifaceted effort: a locally crafted spirit, a nationwide retail push, and the endorsement of celebrated athletes. As the first bottles roll off the production line and travel through QAS’s network, Scottish consumers will soon have the chance to taste a drink that proudly declares its origins while looking toward a greener future.
