Branding: Diageo to add whisky packs

Marketing 02-Dec-08

Diageo has unveiled a series of festive gift packs for its whisky brands, as a means of boosting sales over the Christmas period.

The company is rolling out special-edition versions of Bushmills Irish
Whiskey and Johnnie Walker Blue Label, as well as three Talisker Single
Malt Scotch Whisky gift sets.

For each Talisker 10-year-old malt gift pack purchased in the build-up

to Christmas, £2 will be donated to the lifeboat charity RNLI.

Talisker has also overhauled its website with a fresh look.

The roll-out of the whisky gift packs will be accompanied by a £150,000 marketing drive, which will focus on in-store work and forms
part of Diageo's claimed £41m push across all its brands over the
Christmas period.