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Diageo celebrates Father's Day with gift packs

Published:  10 June, 2011

Diageo GB is hoping to help retailers maximise the sales opportunity from Father's Day with a range of malt and blended whisky gifts.

The activity will focus on brands across the company's entire whisky portfolio including Bell's Blended Scotch Whisky, The Singleton of Dufftown Single Malt Scotch Whisky, Talisker Single Malt Scotch Whisky and the Johnnie Walker Family of Whiskies.

For fathers who are new to the whisky category, Diageo has incorporated its Whisky Flavour Map into a 5cl experience gift pack, featuring a sample one of each of the four established flavour categories - light & floral, fruity & spicy, rich & rounded and strong & smoky (rrp £10).

The Talisker 57 North Single Malt Whisky flask gift pack will be available with a recommended retail price of £65 and Bell's will feature a Happy Father's Day rosette on the bottle neck.

Luxury brand Johnnie Walker Blue Label is offering consumers the opportunity to personalise a bottle for their Dad by having it engraved with a message of their choice by an in-store engraver (rrp £159).

In-store off shelf displays will feature the strapline "give your Dad what he deserves" in a bid to help draw attention to the gifting options available for Father's Day on June 19.

Adrienne Gammie, brand manager for malt whisky, said: "Alcohol is the second largest gift category in volume for Father's Day after clothing, representing 12% of all Father's Day gifts, therefore there is a massive opportunity for retailers to drive their whisky sales in the lead up to the occasion and attract new shoppers into the category.

"Diageo GB is helping retailers to do this by investing significantly in creative gifting solutions that will appeal to a range of tastes and budgets."