Targeting 100,000 consumers with a £1 off next purchase voucher, the push is designed to build brand loyalty. It will be supported by PR activity that aims to get consumers involved in the search for the best Christmas lights.
Gift packs will also be rolled out for the festive season. Packaged in a red and gold embossed carton, Three Barrels XO 15 Years Old will be available in select Sainsburyís and Makro outlets, and the classic VSOP variant will feature a selection of gift cartons. Display units will be available for retailers to drive in-store visibility.
Brand manager Mark Collins said: "With over one million loyal consumers, Three Barrels is driving the brandy sector with its unique combination of product quality, customer and consumer insight and marketing investment.
"This Christmas, the brandy consumer will for the first time be able to choose from an extended range, supported by a targeted marketing campaign, to fulfill their Christmas brandy requirements and the trade should therefore ensure it has stocks of Three Barrels to profit from the UKís number one brandy brand."