Maxxium UK has identified Father’s Day as a key opportunity for convenience retailers and is urging them to review their spirits aisle, particularly whisky and cognac, to capitalise on the occasion.

Father’s Day, June 19, is a key period with spirits accounting for over £16million in sales in the impulse channel in the week prior. Of this £16million, blended whisky accounts for 20% and malt whisky sales increase by 45% making brands such as The Famous Grouse, The Macallan, Laphroaig and Highland Park must stock items. Cognac is also a popular choice for the convenience shopper and Courvoisier accounts for 54% (Nielsen) of all cognac sold in the channel in the week leading up to Father’s Day.

To help retailers make the most of this sales spike, The Famous Grouse and Courvoisier are available in 35cl and 20cl 4-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.

Fractionals represent 54% of spirits bottles sold in the impulse channel and allow consumers to purchase premium spirits at an accessible price point (Nielsen Scantrack). They enable 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 (Nielsen Scantrack). The four pack cases also help retailers manage cash flow and stock levels.

Maxxium UK’s sales controller for impulse Alan McVey, says: “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 and cognac sales increase in the lead up to Father’s Day so it is the ideal time to stock premium brands. Maxxium UK is offering its leading brands in convenient smaller formats and case sizes, making it easier for customers to stock brands such as The Famous Grouse, Courvoisier, The Macallan, Laphroaig and Highland Park.”