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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Reasons to be cheerful

I would like to think my outlook on things is generally optimistic. Perhaps that’s a natural consequence of working with something designed to give pleasure. But recently it has become increasingly difficult to ignore a creeping sense of negativity pervading the British wine trade.

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