Diageo Hopes To Capitalise On Fathers Day Market

[William]

Diageo hopes to capitalise on the lucrative Father's Day market this year with the launch of a miniature gift pack called the Single Malt Whisky Flavour Experience.

Retailing at £12, the pack includes four 5cl miniatures, each representing one of the four malt flavour profiles: Glenkinchie 12 Year Old (light and floral); Dalwhinnie 15 Year Old (fruity and spicy); The Singleton of Dufftown 12 Year Old (rich and rounded); and Talisker 10 Year Old (full-bodied and smoky).

The pack, which includes tasting notes, is available in Oddbins, Selfridges, Nicholas and whisky specialists in time for Father's Day on June 21 and will receive a wider roll-out in the autumn.

There will also be a variety of items available from the Johnnie Walker brand, including the Johnnie Walker Blue Label Walker & Son gift set (RRSP £200). Presented in a deep blue lacquered case , it contains an individually numbered bottle of Johnnie Walker Blue Label and two bespoke Glencairn tumblers.

Diageo GB whisky director James Pennefather said: "Alcohol accounts for 10% of all Father's Day gifts and the total value of alcohol for Father's Day gifting is worth over £11million.

"This year we are giving retailers the opportunity to appeal to a range of Father's Day consumers from those wishing to provide a tasting selection or option to satisfy any palate, to those who want to give a very premium whisky for a seasoned whisky enthusiastic or as an extra special gesture."?

William

Source: Off Licence News