Diageo Reserve unveils Fathers Day activity from luxury portfolio of world class Scotch brands
Diageo Reserve has announced a series of premium gift packs and on-trade activations from three of its World Class scotch brands ahead of Father’s Day. Available at multiple retailers across the UK, the limited-edition gift packs and on-trade experiences from Johnnie Walker, Talisker and Haig Club are designed to ensure there is a perfect gift to give for everyone to celebrate the occasion.
Single grain Scotch whisky, Haig Club has partnered with iconic UK department store Selfridges to launch a stylish limited-edition gift for dad.
The limited-edition packaging design, available at the in-store pop up from May 29th will see a bottle of Haig Club sealed in a striking 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 playful 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.
Premium Scotch brand Talisker has partnered with British shoemaker, Oliver Sweeney to create a bespoke gift set. Presented in a stylish, solid oak box the set includes a 70cl bottle of Talisker’s signature 10-Year-Old whisky and a pair of limited-edition Talisker ‘Made By The Sea’ Oliver Sweeney leather boots, accompanied by a branded sterling silver etched hipflask and traditional styled compass. Talisker is a whisky truly born of its origins on the remote Isle of Skye and this gift set has been designed with the rugged island in mind to inspire the adventurous spirit in modern malts drinkers. 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
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 iconic slanted label with a personal photo or message, creating a truly unique gift. At The Whisky Shop, Piccadilly, customers spending over £100 on Johnnie Walker products either in-store or online, will be entered into a prize draw; the winner and their father will embark on a luxury Blue Label trip to a whisky tasting in the exclusive Salon Privé at The Whisky Shop, Paris.
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, added: “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.”