Father's Day: Scotch whisky, bourbon and beer given push

22 May, 2014

Scotch whisky, bourbon and beer are set for a push in stores across the UK as sons and daughters prepare to treat their dads this Father’s Day.

June 15 is the big day, and sales teams at a range of leading suppliers are seeking to cash in with a raft of marketing activity.

Jack Daniel’s supplier Bacardi Brown-Forman Brands is targeting wholesalers to offer the convenience channel price promotions across its range of American whiskies.

First Drinks has launched two gift packs for Grant’s whisky for the convenience and grocery channels.

Maxxium has launched Laphroaig Select, which is said to offer a subtle blend of peat, oak and sweetness, in time for Father’s Day.

Scottish brewer Innis & Gunn is continuing the whisky theme by launching a beer aged in oak casks from each of Scotland’s five main whisky regions.

It sourced casks that had aged whisky in the Lowlands, Highlands, Speyside, Islay and Campbeltown, left its beer to soak up the flavours from the casks and then blended the beer together.

“It took many phone calls, tasting trips and favours being called in, but we’re a pretty determined bunch,” said chief executive Dougal Sharp, who believes it will make a perfect gift for dads.

Crispin Stephens, marketing manager at BBFB, said: “A good whiskey offer on the lead up to Father’s Day will help convenience retailers tap into the spirit gifting occasion, which is only growing in the UK.  

“It’s also an opportunity for retailers to stock more premium variants like Jack Daniel’s Single Barrel as with many gifts, consumers are more open to trading up to premium brands as it is seen as more of a treat for a one-off occasion.”

Oliver Dickson, senior brand manager for Grant’s, added: “Gifting in the off-trade is a massive opportunity for brands and retailers, particularly in the whisky arena.

“Blended Scotch whisky is in growth and accounts for 71% of total whisky value.

“With this in mind, retailers must recognise the opportunity year round, but also be prepared for seasonal peaks, such as Father’s Day. The two gift packs from Grant’s whisky are intended to help the off-trade to prepare for and take advantage of Father’s Day as a sales opportunity, while providing shoppers with a quality gifting option.”




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