Women who know little about whisky but who want to buy a bottle as a Father's Day gift are the target for a new campaign from Diageo.
The company's Scotch brands Bell's, Johnny Walker and Talisker, as well as Irish whiskey brand Bushmills, will feature together in the £500,000 push, the first campaign to unite the brands.
Sales of whiskies reached £77m in June alone last year and gifting around Father's Day is on the increase, with £200m spent last year, according to the company.
"Alcohol accounts for £15m in Father's Day sales, with whisky the key category driving these," said whisky director James Pennefather.
The campaign runs under the strapline 'Words alone can't describe a great Father. But whisky can.' Print ads show each of the whiskies matched to descriptors such as 'rugged', 'deep' and 'genuine'. Women can then match the characteristics of the whisky to their fathers.
"Campaigns such as this are good for the Scotch industry," said David Williamson at the Scotch Whisky Association. "It's important that Scotch appeals to as wide a range of consumers as possible."
In addition, Diageo will run an on-pack promotion next month featuring a competition offering the chance to play golf with Colin Montgomerie, as well as tickets for the 2007 Johnnie Walker Golf Championship.
A whisky gift pack for Father's Day containing 20cl of both Talisker and Cragganmore single malts will also hit shelves in time for the day, at an rsp of £15.