Monday 6 February 2012

Diamond Jubilee marketing

Today, Accession Day, marks 60 years of Queen Elizabeth's reign. Many marketers are releasing upmarket, limited-edition products for the occasion, leading up to the official Diamond Jubilee celebration in June.

Diageo has created just 60 of the Diamond Jubilee product above, a special blend of rare 60-year-old whiskies in a stately Baccarat crystal decanter, priced at £100,000. Profits from the John Walker and Sons product, announced in 2011, will go to the Queen Elizabeth Scholarship Trust. (And of course, the Queen gets a bottle for her own celebration.)

Gordon & MacPail will sell just 85 of the £8,000-per-bottle, 60-year-old single malt it bottled at cask strength last week. The company devotes a microsite to explaining the Queen's accession and promoting the limited-edition Glen Grant's unique taste.