Pernod Ricard targets Fatherís Day for Glenlivet push

05 April, 2016

Pernod Ricard UK will launch a Fatherís Day marketing campaign for its Glenlivet Founderís Reserve Scotch whisky from next month.

Pernod Ricard UK will launch a Fatherís Day marketing campaign for its Glenlivet Founderís Reserve Scotch whisky from next month.

The activity includes in-store POS and a gift-with-purchase pack of a bottle and a ďlegacyí tin.

The brand will also be inviting people to submit photos and messages on social media to thank their fathers for the legacy they have bestowed.

The images will be collated for an installation which will be revealed on Fatherís Day, June 19.

Vicky Hoey, head of marketing for dark spirits, said: ďPremium whiskies represent a huge opportunity for retailers.

ďThe demand for premium expressions is only set to increase as we approach key gifting occasions such as Father's Day, when shoppers will be looking for something really special to treat their loved ones.Ē




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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