Pernod Ricard targets Father’s Day for Glenlivet push

Pernod Ricard UK will launch a Father’s Day marketing campaign for its Glenlivet Founder’s Reserve Scotch whisky from next month.

Pernod Ricard UK will launch a Father’s Day marketing campaign for its Glenlivet Founder’s Reserve Scotch whisky from next month.

The activity includes in-store POS and a gift-with-purchase pack of a bottle and a “legacy’ tin.

The brand will also be inviting people to submit photos and messages on social media to thank their fathers for the legacy they have bestowed.

The images will be collated for an installation which will be revealed on Father’s Day, June 19.

Vicky Hoey, head of marketing for dark spirits, said: “Premium whiskies represent a huge opportunity for retailers.

“The demand for premium expressions is only set to increase as we approach key gifting occasions such as Father's Day, when shoppers will be looking for something really special to treat their loved ones.”