The Bell’s and Smirnoff producer says £112 million was spent by British consumers on spirits gifts last Christmas – up 5% on the previous year – and it sees gift packs as a key to its ambitions to realise £37 million of growth for the spirits category in the 2008 festive season.
Special packs include a bottle of Smirnoff Red inside a cocktail shaker (with an rrp of £17), and another shaker in the form of a Russian doll for Smirnoff Black (rrp £20.99).
A Talisker gift pack is in the shape of a yacht fender, while Baileys specials include a chocolate fondue set, one of 13 gift SKUs for the brand.
David Smith, sales director for Diageo GB, said it was putting its gift offering “on steroids” for 2008.
“We’re really putting out money, time, investment and focus where our mouth is,” he added.