Carlsberg has launched a range of beer-based male grooming products developed by its team of Danish scientists in time for Father’s Day.
Just in case your dad doesn’t smell strongly enough of booze in the mornings, you can now offer him a shampoo and body lotion containing beer.
The products also contain proteins, minerals, Vitamin B and a host of other ingredients designed to “help blokes stay in tip top condition”.
The brand said UK retailers have shown “significant interest” in the range and added that it is already discussing how to extend the range.
Darren Morris, marketing controller at Carlsberg UK, said: “We’re known as a brand that like to do the unexpected, and we think that these latest developments will appeal to today’s modern drinker, who cares about how he looks as much as what he drinks.
“With Father’s Day just around the corner, we see the range as an ideal gift for dads who want to wash and go to the pub.”
The Whisky Shop is also gearing up for Father’s Day by teaming up with hand-engraving specialists Furnells to offer shoppers personalised bottles of The King’s Ginger.
The liqueur was created in 1903 by Berry Bros, vintner to the Royal Family, for King Edward VII, and is still distributed by the firm.
Shoppers at The Whisky Exchange In London’s Borough Market can customise bottles with initials or a unique message for their dads all day Saturday, with bottles priced at £18.50 and engraving free.
For more on Father’s Day, read out feature here.