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 Glenfiddich’s Christmas sales in recent years had been “phenomenal”.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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