£7m Christmas push for First Drinks

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First Drinks is backing its brands with £7 million in advertising and promotions in the run-up to Christmas.

The spirits supplier is spending half the money on a £3 million campaign for Russian Standard vodka, including a Sky TV sponsorship and TV and cinema advertising.

A further £2 million will go into backing the Disaronno liqueur brand with a £2 million TV campaign.

A £1 million campaign for Glenfiddich will include advertising in top-end consumer titles and POS.

Tia Maria will be on TV for the first time since 2003 in a £1 million campaign. The brand joined the First Drinks portfolio this year after being sold by Pernod Ricard.

Marketing director Katie Rawll said 2010 would be an "exciting year" for the business.

She added: "As well as a number of heavyweight marketing programmes, we will be rolling out some major category initiatives to really lead the industry with an innovative approach to help drive sales of premium spirits."

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