Whisky ideal for UK Father's Day

The advertising campaign is aimed at encouraging wives, mothers and families to buy whisky as UK Father's Day presents.

TNS Gift Track, says sales of malt, blended and deluxe whiskies achieve 77m in June alone.

Giving presents on Father's Day has been increasing for the last three years with 200m spent on 12m gifts in the UK last year.

The print advertisements will see Diageo whisky brands Bell's, Johnnie Walker Black Label, Bushmills and Talisker Single Malt feature neck labels with character descriptions such as "Rugged", "Deep" and "Genuine" to which wives, mother's and families can then match characteristics of their father or husband.

The advertisements will appear in UK-based consumer women magazines, as well as newspapers, retailer advertising, and home-delivery grocery websites.

James Pennefather, whisky director for Diageo GB, said: "Alcohol accounts for 15m in Father's Day sales with whisky being the key category."