Glenfiddich invests £1m in Christmas sales

18 November, 2008

Glenfiddich is being backed by a £1 million marketing blitz this Christmas.

The campaign by First Drinks Brands will include consumer and trade press advertising, as well as PR and email activity. The Glenfiddich website has also been refreshed to support the Christmas activity.

The campaign has the theme “Christmas past to Christmas present” and will cover newspapers, magazines and trade press.

Glenfiddich continues to lead a malt whisky category which declined by 1% in the off-trade in the year to Oct 4, according to Nielsen data.

Senior brand manager Tarja Tuunanen said Glenfiidich’s Christmas sales in recent years had been “phenomenal”.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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