William Grant & Sons UK is running two separate promotions, one targeting convenience retailers and the other shoppers, to drive sales of premium brands such as Glenfiddich, Grant’s, Russian Standard, Sailor Jerry and Three Barrels in the run-up to Christmas.

William Grant & Sons UK runs trade and shopper promotions

William Grant & Sons UK is running two separate promotions, one targeting convenience retailers and the other shoppers.

The ‘Get your sales on the move’ trade promotion aims to get convenience retailers to stock up on premium brands such as Glenfiddich, Grant’s, Russian Standard, Sailor Jerry and Three Barrels in the run-up to Christmas. It offers retailers the chance to win several instant prizes as well as entry into a prize draw.

The main prize will see one retailer win William Grant & Sons UK stock for a year (up to 70 cases), and is supported by several instant win and prize draw competition pools. William Grant & Sons UK will also have a team to merchandise and sell-in the campaign.

To be in with a chance of winning, retailers must display the free POS kit provided when they purchase one of William Grant & Sons UK’s premium brands, and claim their prizes via a unique code printed on each case.

To drive rate-of-sale at convenience store level, every promotional bottle includes an on-pack consumer competition, ‘For Whatever the Night Brings’, offering shoppers the chance to win 1 of 10 ultimate party experiences with a group of friends, plus 1000s of other prizes. To be in with a chance of winning, shoppers must enter a unique code found on a bottle neck tag onto a competition website. The 10 winners will be assigned a ‘party planner’ who will help tailor their luxury weekend party experience, for eight people. Other prizes on offer from the £1million prize pool include home party kits and branded glassware.

Martin Silver, customer marketing manager at William Grant & Sons UK, said: “This campaign allows us to build on our existing relationships with our convenience partners, and increase the distribution of our portfolio in the run up to Christmas, a major period for both brands and retailers. The activity also supports a trend identified in the 2017 William Grant & Sons UK Market Report, which shows that consumers are increasingly looking to host at home and are searching for premium ‘home-entertainment’ experiences.”




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