Well-known brands including Grant's and Glenfiddich will receive substantial support from the distributor ahead of the critical sales period for the alcohol industry.
The spend, 20% higher than First Drinks' £15m budget last Christmas, will be used to fund TV ad campaigns and step up retail support and sampling work.
Glenfiddich will be promoted through a £1.6m advertising campaign that will run on TV, in men's style magazines and in music titles. The brand will also introduce gift packs and continue its Glenfiddich Independent Mix music initiative (Marketing, 23 June).
First Drinks claims Glenfiddich will spend more on promotion than all other malt whisky brands combined over Christmas.
According to ACNielsen, 35% of malt whisky is sold in the last 12 weeks of the year.
Liqueur brand Disaronno will benefit from a £1.1m ad campaign, including its first TV work for three years, as well as sampling activity.
Wine brand Mateus Rose, meanwhile, will be backed by a £1m campaign, as will alcohol-free wine Eisberg.
First Drinks will offer two new brands over Christmas, having acquired the licences to distribute Sailor Jerry rum and Hendrick's gin from William Grant.
First Drinks managing director Chris Mason said: 'We know consumers trade up to premium brands at this time, so it is vital we support ours.'
.jpg)
.jpg)