Whisky producers are firing their latest salvos in the Christmas wars with new marketing and NPD.

Following last month's bid to appeal to younger consumers, Diageo is unveiling a range of gift packs across its main brands, including a Johnnie Walker Blue Label and chocolate pack, a taster pack of three miniature Bushmills whiskies and a nautical-themed Talisker pack.

Other companies have also revealed details of their festive activity. The Famous Grouse is making its traditional festive return next month as part of a £1.5m push for the blended whisky brand this Christmas. The campaign consists of three executions all featuring the Grouse character.

Meanwhile, First Drinks Brands is pouring £1m into advertising its Glenfiddich Single Malt via press and direct mail activity from this week. The campaign is a continuation of the Every Year Counts campaign with a 'Christmas past to Christmas present' theme reflecting the brand's "Christmas beginnings" in 1887.

Whisky accounts for the largest proportion of spirits purchased at Christmas, with blended whisky alone worth £58m in retail sales over the festive period.

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