Maxxium UK is urging convenience retailers to review their spirits aisles, particularly whisky, to capitalise on the Father’s Day occasion.
The drinks company says it has identified Father’s Day, on 21 June, as a key opportunity for convenience retailers as it is the biggest whisky gifting opportunity outside of Christmas.
In the run leading up to the event, sales increase by 80% in the convenience channel, according to the company. It says therefore that brands such as its The Macallen, Laphroaig and Highland Park, are must stock items.
To help retailers make the most of this sales spike, Maxxium UK is offering the Macallen Gold, Laphroaig 10 Year Old and Highland Park 12 Year Old in 70cl and 35cl bottles, packaged in gift cartons, which it says are the ideal Father’s Day gift.
It also notes that fractionals represent 54% of spirit bottles sold in the impulse channel and they allow consumers to purchase spirits at an accessible price point.
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. Maxxium UK is offering its leading malts in smaller formats and smaller case sizes, giving our customers the ability to stock brands such as The Macallen, Laphroaig and Highland Park to meet shopper needs.”