Maxxium gets into the Father’s Day spirit


Father’s Day, 19th June, is a key period for the off-trade with spirits accounting for over £16m in impulse sales in the week prior.

Of this £16m, blended whisky accounts for 20% and malt whisky sales increase by 45%. Cognac is also a very popular choice for the convenience shopper.

To help retailers make the most of this sales spike, Maxxium UK is offering The Famous Grouse and Courvoisier in 35cl and 20cl four-pack cases. The Macallan Gold, Laphroaig 10 Year Old and Highland Park 12 Year Old are all available in special display cartons, making them ideal Father’s Day gifts.

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