First Drinks launches whisky gifts for Father's Day

First Drinks launches a range of whisky gift packs for Grants, Glenfiddich and the Balvenie for Father’s Day on June 19.

The firm has planned a total investment of £55 million in its brands in 2011.

Neilsen stats show Father’s Day malt whisky value is £9.9 million to grocery/multiples, +3% year on year, of June’s malt whisky volume, 40% is sold in the three days before Father’s Day.

To capitalise on the event, Grant’s is selling a miniature gift pack of its Family Reserve and Cask variants (rrp £7.00), as well as a 50cl bottle of the number three blended whisky to offer more choice at more affordable price points. 

Glenfiddich and the Balvenie will be offering a 5cl three-pack of the core ranges – the Glenfiddich pack (rrp £13.19) will include the 12, 15 and 18 Year Old variants whilst The Balvenie pack (rrp £12.99) will contain 12 Year Old Doublewood, 12 Year Old Signature and the 15 Year Old Single Barrel.

Una McCullough, marketing director at First Drinks said: “Father’s Day is a fantastic opportunity for retailers to boost their whisky sales and both blends and malts should be given prominent display in-store to make it easy for gift purchasers. 

“Research shows that almost half of all whisky purchased in the off-trade is bought as a gift.

“We are extremely mindful of the need to offer shoppers a choice of products at a range of price points hence the launch of the new Grant’s miniature pack and smaller 50cl bottle. Offering smaller sizes and gift packs of premium brands such as Glenfiddich and the Balvenie are also an important way of bringing new drinkers in to the category and encouraging trade up all year round.”

First Drinks’s MAT volumes were up 13% in 2010, across all sectors.