Diageo has introduced the Scotch Hipster to make premium Scotch portable and ready for sharing with Gen-Z and Millennials in mind and their spontaneous manners of celebrating casual social occasions. A smaller pack size is a way to rewrite the narrative around Scotch and connect with younger consumers, the company feels.

Each Hipster comes in 180 ml, and is priced the same as bottled (180 ml) of Diageo’s Scotch brands such as Johnnie Walker, VAT 69, Black Dog, and Black & White.