Pernod Ricard UK is putting The Glenlivet Founder’s Reserve in the spotlight this Father’s Day, with its ‘The Legacy Begins’ campaign.

The Glenlivet Founder’s Reserve, which was created as the ultimate tribute to the brand’s founding father, George Smith, has been launched ahead of Father’s Day (June 19).

‘The Legacy Begins’ campaign will feature a fully-integrated marketing campaign and a host of in-store media to help retailers capitalise on the increased demand for premium gifting solutions. ‘The Legacy Begins’ is a celebration of the most precious things that dads pass on: love, dedication, inspiration and time together.

The campaign will be brought to life in-store with eye-catching POS and a gift with each bottle purchased, including a commemorative ‘Legacy’ tin. The brand will also be inviting people to submit a photo and short message via social media to thank the father figure in their lives for the legacy they have instilled. All of the images will be brought together as one grand installation that will be revealed on Father’s Day to honour dads everywhere.

Vicky Hoey, head of marketing for dark spirits at Pernod Ricard UK, said: “Premium whiskies represent a huge opportunity for retailers. Research tells us that over a quarter of independent and symbol group retailers’ sales come from premium whiskies (priced at £20 and over) and 10% are from ultra-premium spirits (Cirkle Retailer Inner Cirkle Research in association with Him!). The demand for premium expressions is only set to increase as we approach key gifting occasions, such as Father’s Day, where shoppers will be looking for something really special to treat their loved ones.”

The trend for premiumisation is reflective in the performance of Pernod Ricard UK’s premium Scotch whiskies over the last year, with the range seeing double digit value and volume growth, at +10.1% and +10.9% (Nielsen Total Off-Trade) respectively, versus a visible decline in private label (-9.2% value and -8% volume, Nielsen Total Off-Trade).