Each whisky in its core range – 12 Year Old, 14 Year Old and 15 Year Old – will have a gift tin containing a gift tag and a branded sticker to use when it is wrapped as a gift, for specialist off-licences.
In the multiple grocers there will be faux-leather wrapped gift tins, supported by a heavyweight digital campaign that lets shoppers click through to a whisky gift guide on the Glenfiddich website.
The brand is also releasing the Family Collection, three 5cl Glenfiddich variants in a gift pack with tasting notes and information about Glenfiddich’s history on the pack. This is for all off-trade channels, rrp £14.69.
Senior brand manager at First Drinks Sarah Harding said: “The Family Collection pack is a vital addition to our gifting range as smaller variants of a premium brand introduce new drinkers into the category and encourage trade all year. Not all shoppers want to pay a premium when purchasing a gift, but nearly all are looking for quality, so it is important to offer products across various price points.
“Whisky accounts for over half of all spirits gift purchases so Father’s Day presents the perfect opportunity for retailers to boost sales by stocking quality, eye-catching gift packs that add value.”