Diageo steps up festive gifts

17 September, 2010

Diageo’s Reserve Brands Group is aiming to drive up consumer spend on spirits this Christmas with a range of gift packs on its premium brands.

The packs include a gift box for the grocery channel with a Wayne Hemingway design on the inside for Tanqueray No 10 gin (rrp £27.89).

Another gift box, also designed by Hemingway, contains two branded cocktail glasses and will be exclusive to Selfridges at £65.

The main Tanqueray brand will have a bottle housed inside a three-piece cocktail shaker, with an rrp of £16.99. The classic cocktail-shaker design inspired the Tanqueray bottle shape introduced in 1948.

Smirnoff Black will be in a Christmas carton (rrp £16.80), while £1 from every sale of the Talisker 10 Year Old single malt whisky gift pack (rrp £31.76) will?be donated to the Royal National Lifeboat Institution. A Talisker 57 North flask gift pack containing two engraved cups will have an rrp of £51.80.

A gift pack of four miniatures of malt whisky demonstrating different aspects of Diageo’s whisky flavour map will have an rrp of £10.

Golfer Greg Norman has created a range of limited edition golf travel luggage for Johnnie Walker Blue Label, with pieces retailing for between £240 and £1,500. There is also a Blue Label presentation case containing a bottle and two Glencairn crystal glasses at an rrp of £175.

Rob Ward, head of Reserve Brands, said: “This year’s gifting options offer a full range of premium gifts, with something to suit every consumer at a range of price points. We know premium gifts offer retailers fantastic sales margins and the opportunity to really boost their Christmas sales.”?”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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