William Grant & Sons has flagged the success of a Father’s-Day themed activation with a barber in India for key single malt brand Glenfiddich.
‘#FathersOfInnovation’, which ran in the market last week ahead of Father’s Day, included the promotion of the Scotch whisky through ‘Cocktails & Colognes’. William Grant’s Indian unit teamed up with “the oldest barbershop in the World”, London-based Truefitt & Hill, which has 27 shops in India.
The activation was held at the largest of Truefitt & Hill’s six stores in Mumbai.
William Grant has been working on introducing new serve concepts recently for Glenfiddich in India, including cocktails that feature tea last month. The brand’s core portfolio comprises four expressions, led by the ‘Our Original 12’ 12-year-old.
The stable also features limited releases such as this month’s addition to ‘The Experimental Series’ in the UK.
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