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Diageo launches Fathers Day gift packs

Diageo has launched a range of malt and blended whisky gifts in time for Father’s Day in the UK.

The activity focuses on brands across the company’s entire whisky portfolio including Talisker, Johnnie Walker, Bell’s and The Singleton of Dufftown.
Diageo has incorporated its Whisky Flavour Map into a £10, 5cl gift pack for dads who are new to whisky, featuring a sample of each of the four established flavour categories – light & floral, fruity & spicy, rich & rounded and strong & smokey.
The Talisker 57 North flask gift pack will be available with an RRP of £65, while luxury brand Johnnie Walker Blue Label is offering consumers the opportunity to personalise a bottle for £159 by having it engraved in-store.

"Alcohol is the second largest gift category in volume for Father’s Day after clothing, representing 12% of all Father’s Day gifts, therefore there is a massive opportunity for retailers to drive their whisky sales in the lead up to the occasion and attract new shoppers into the category,” said Adrienne Gammie, Diageo brand manager for malt whisky.
"Diageo is helping retailers to do this by investing significantly in creative gifting solutions that will appeal to a range of tastes and budgets,” Gammie added.

Lucy Shaw, 13.06.2011

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