VOK Beverages has unveiled Real McCoy, a flavoured whiskey liqueur designed to meet the evolving tastes of modern whiskey consumers.
As the flavoured whiskey category accelerates — growing at 3% year-on-year and led by significant double-digit growth from global players — Real McCoy aims to drive momentum with a bold identity, innovative flavour profiles and multi-format versatility.
Its target is the emerging generation of drinkers seeking flavour-led experiences and premium, story-driven brands.
“Flavoured whiskey is no longer a trend — it’s an established, fast-growing category with enormous commercial potential,” said Johann Einarson, Brand Manager at VOK Beverages.
“With Real McCoy, we’ve created a product that not only taps into this demand but elevates the offering with craft, clarity and attitude. It’s accessible yet premium, highly versatile, and unapologetically bold — everything the new whiskey consumer is looking for.”
The brand’s name is inspired by the rebellious legacy of prohibition-era whiskey runner Bill McCoy and debuts with two distinctive flavour expressions, available in both 700mL and 50mL formats to suit both retail and on-premise: Real McCoy Salted Caramel and Real McCoy Buttered Popcorn, with 30% ABV and an RRP of $8 for 50ml formats and $55 for 700ml.
“Real McCoy is a commercially-minded product built for today’s market — high-impact flavour innovation, competitive price point, and genuine versatility across retail and on-premise. It’s exactly what the category has been calling for,” Einarson said.
Real McCoy is available nationally via Dan Murphy’s from May 2025, with expanded distribution opportunities across national and independent retailers in progress.