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First Drink's 18-million Christmas investment

Published:  23 July, 2008

First Drinks is targeting the Christmas period with a total marketing investment of 18 million', supporting both its brands and the retailers.

Activity includes national advertising initiatives for Glenfiddich, Disaronno and The Balvenie, plus a sampling programme for Amarula. Grant's Scotch will benefit from the launch of Grant's Mini Barrel - a 1.5-litre container that serves via a tap (32.97).

Chris Mason, MD of First Drinks (part owned by Bacardi-Martini and William Grant & Sons) said: As the number-one supplier of malt to the off-trade and the company with the most liqueurs in our portfolio, we know the importance of both of these sectors at Christmas. While spirits sales go up significantly at Christmas, malt and liqueur sales show an even greater seasonal uplift with 46% and 58% sold respectively.' First Drinks estimates the drinks gifting market at 250 million.