A dram for the dads

Father’s Day presents an opportunity to up-sell, firm says

The firm behind Speyside single malt The Glenlivet is gearing up for a Father’s Day marketing campaign for its Founder’s Reserve expression that will focus on quality and “legacy”.

The xGlenlivet Founder's Reserve - lifestyle
Launching this month ahead of Father’s Day on June 19, ‘The Legacy Begins’ campaign will invite the public to submit a photo and short message via social media to “thank the father figure in their lives for the legacy they have instilled”.
All of the images submitted will be brought together as one large installation which will be revealed on Father’s Day.
The Glenlivet parent firm Pernod Ricard reckons Father’s Day provides a “great opportunity for pubs and bars” to up-sell premium whiskies to their customers.

Demand for premium expressions is only set to increase.

The firm said two of its whisky brands, The Glenlivet and Aberlour, “showed on-trade volume and value growth in the four weeks leading up to and including Father’s Day, signalling that there is an opportunity for brands to capitalise on the occasion”.
Vicky Hoey, head of marketing for dark spirits at Pernod Ricard UK, said premium whiskies “represent a huge opportunity”.
“The demand for premium expressions is only set to increase as we approach key occasions, such as Father’s Day, where consumers will be looking to treat their dads to a special lunch or dinner experience in the on-trade,” said Hoey.