Maxxium unveils Christmas gift-pack ranges

Maxxium UK has announced a range of Christmas gift packs for its key spirits brands to drive sales in the off-trade.

Research commissioned by Maxxium UK shows that 68% of spirits drinkers see spirits as a good gift.

Courvoisier will be available in three different gift formats.

For luxury retail outlets such as Hedonism, Fortnum & Mason and Harvey Nichols, there will be Célébration Sensorielle XO, which contains a 70cl bottle and 20 fragranced aroma cones and retails at £190, and Célébration Sensorielle Initiale Extra, which contains a 70cl bottle and two fragranced candles and has a RRP of £397.

Both luxury gifts include a book containing a history of the brand together with detailed tasting notes.

For the cash-and-carry market, 10,000 gift packs containing a bottle of Courvoisier VSOP with two coupettes will be available exclusively through Costco for £34.31.

Also exclusive to Costco is a Maker’s Mark pack with an RRP of £29.12 containing a bottle of the premium bourbon together with a branded Maker’s Mark glass and Maker’s Mark ice ball mould.

Another bourbon, Jim Beam Apple, is available in a gift carton with a highball glass in which to serve its signature cocktail, Jim Beam Apple Splash. The pack has an RRP of £19.68.

Among Maxxium’s whisky brands, The Highland Park 12 Year Old gift pack includes two whisky glasses and retails at £34.93, while The Macallan Gold comes in two different packs, both with photographs by Ernie Button and with different styles of stopper. Both retail at £38.76.

The Peated Malts of Distinction is a presentation box containing a selection of 5cl bottles of peated single malt whiskies such as The Ardmore, Connemara, Bowmore and Laphroaig. Its RRP is £14.99.

Chris Richardson, Maxxium UK category and customer marketing controller, said: “Christmas is an important time of year for spirits brands and we are supporting our customers by offering a wide range of value added packaging.

“This is a great opportunity for retailers to seize the sales opportunity as shoppers are looking for gifts with added value and find spirits to be the perfect fit.

“We’ve focused our efforts on providing support that meets clear shopper motivations.  This is vital in order to drive strong growth for our categories, brands and our customers whilst delighting the end consumer who receives these gifts.”

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