Diageo releases Father's Day activations

A series of premium gift packs and on-trade activations have been released by Diageo Reserve from three of its Scotch brands ahead of Father's Day.

The limited edition gift-packs and experiences from Johnnie Walker, Talisker and Haig Club will be available at multiple retailers across the UK.

Haig Club

Single grain Scotch whisky, Haig Club has partnered with UK department store Selfridges to launch a limited-edition gift.

The packaging design, available at the in-store pop up from May 29 will see a bottle of Haig Club sealed in a metallic blue foil bag, adorned with statement white messaging. Each bag will be accompanied by a detachable metal tag that can be hand-engraved with a personal message in-store. With six different packs fronted with statements from ‘you got your style from me’ to ‘from your favourite son/daughter’, as well as two regional phrases available in Manchester and Birmingham, the gift pack challenges traditional luxury packaging and is designed to create something personal that consumers can identify with.

The Father’s Day Haig Club gift pack will be available exclusively to Selfridges customers in London, Birmingham and Manchester stores, RRP: £49 / 70cl. For those unable to visit a Selfridges store, the single grain Scotch whisky Haig Club (£49 / 70cl) and the newest brand variant, Haig Club Clubman (£25 / 70cl) are widely available at supermarkets nationwide.

Talisker

Scotch brand Talisker has partnered with British shoemaker, Oliver Sweeney to create a bespoke gift set. Presented in a solid oak box the set includes a 70cl bottle of Talisker’s signature 10 Years Old whisky and a pair of limitededition Talisker ‘Made By The Sea’ Oliver Sweeney leather boots, accompanied by a branded sterling silver etched hipflask and traditional styled compass. The gift box is available to purchase at the Oliver Sweeney flagship store in Covent Garden and online at oliversweeney.com/talisker, RRP: £595.

To further the Father’s Day celebrations, Talisker has also partnered with The Whisky Shop, Piccadilly. From the beginning of May, customers who purchase any Talisker expression in store will receive a complimentary gift bag containing a hipflask and Father’s Day card for example, Talisker 10-Year-Old whisky RRP: £39.

Johnnie Walker

In the off-trade, Johnnie Walker has partnered with both The Whisky Exchange and The Whisky Shop, Piccadilly. Available at The Whisky Exchange for a limited time only (May-June) Johnnie Walker has launched the Johnnie Walker Label Studio, which allows customers to customise Gold Label Reserve’s slanted label with a personal photo or message, creating a unique gift.

In the on-trade, Johnnie Walker Blue Label has partnered with premium Mayfair restaurant and bar, Novikov, to develop a Johnnie Walker Blue Label experience.

Colin Dunn, whisky ambassador at Diageo Reserve, comments: “Father’s Day is a time to celebrate and for me, there’s no better way to show your gratitude than by giving dads a really special scotch. We have some really exciting and innovative activations happening in both the on and off-trade this year with a number of my favourite Scotch whiskies, offering customers some really thoughtful gift ideas.”

Nick Temperley, head of Diageo Reserve GB, adds: “Father’s Day is a key calendar date that provides significant opportunities in both the on and off-trade. Competition to provide consumers with exciting and stand-out gifts is high but with innovation at the heart of everything we do, we’re proud to offer retailers and consumers a range of unique, premium gifting ideas at multiple price points to maximise on the opportunity.”

18 May 2017 - Sam Coyne The Drinks Report, news editor