Father’s Day boost for spirits

Highland Park malt whisky

Maxxium UK is offering its leading malts in smaller formats and smaller case sizes in a bid to help retailers capitalise on Father’s Day.

Father’s Day, 21st June, represents the biggest whisky gifting opportunity outside of the Christmas period, driving sales of premium malts. During the week before, sales increase by 80% in the convenience channel.

To help retailers make the most of this sales spike, Maxxium is offering The Macallan Gold, Laphroaig 10 Year Old and Highland Park 12 Year Old in 70cl and 35cl bottles, packaged in gift cartons.

Fractionals represent 54% of spirits bottles sold in the impulse channel and they allow consumers to purchase premium spirits at an accessible price point. They also offer the opportunity for retailers to capitalise on the growth in premium spirits and benefit from higher profits as malts yield the highest price per litre of all spirits.

The Macallan Gold and Highland Park 12 Year Old are also available to retailers to purchase in four-pack cases, specially created for the channel to help with cash flow and stock management.

Maxxium UK’s Sales Controller for Cash and Carry and Impulse Andrew Morrison, said:  “Father’s Day is a huge gifting occasion and a real opportunity for retailers. To take advantage of this key period, retailers should check their range and stock spirits that will drive sales. We know that malt whisky sales spike in the lead up to Father’s Day so it is the ideal time to stock premium malts.”