Maxxium has launched a digital campaign for blended whisky brand The Famous Grouse in the UK, targeting Father's Day next month.

The sales and distribution company, which is jointly-owned by Beam Global Spirits & Wine and Famous Grouse owner The Edrington Group, said yesterday that the campaign represents the first digital campaign for Famous Grouse in the UK. Central to the push is a website which allows visitors to customise a 'dancing dad', then send this on to friends and family.

The website went live yesterday, and also highlights The Famous Grouse's personalised label system. This is available to the on-trade, allowing pubs and bars to display their own personalised label which is unique to them.

 "Father's Day is an important time of year for blended Scotch whisky and this bespoke campaign is designed to support our key on- and off-trade accounts and create excitement around The Famous Grouse brand amongst our core consumers," said Linda Sooprayen, brand manager for The Famous Grouse at Maxxium UK.

"The Famous Dancing Dad microsite will form an important part of the brand's overall communications strategy this Father's Day, and we look forward to seeing the impact of this new digital approach."

Father's Day falls on 21 June this year.