First Drinks gives retailers Fathers Day boost

First Drinks has announced the launch of new whisky packs aimed to help retailers benefit from the forthcoming Father’s Day gifting sales period.

A number of the company’s portfolio of whisky brands, which include Glenfiddich, The Balvenie, Grant’s, Monkey Shoulder and Tullamore Dew whiskey, will be offering gifting solutions across the off-trade in the run-up to Father’s Day on 19 June.

For the first time, Grant’s will be selling a new miniature gift pack of its Family Reserve and Cask variants (RRP £7.00).

In addition, a 50cl bottle of the blended whisky has been launched to offer consumers “more choice at more affordable price points”.

The latest product development follows the recent launch of new packaging for Grant’s Sherry and Ale Cask – on shelf in time for the Father’s Day period.

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, while 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 so retailers should really take full advantage of sales tools such as gift packs to boost consumer spend at this time of year.

“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 into the category and encouraging trade up all year round.”

Alan Lodge, 23.05.2011