Forget National Lost Sock Day (May 9) or even National Bed Month (March) drinks giant Diageo has launched International Scotch Day.
Intended to be a global celebration of all things whisky, the date is set for later this week (Friday Feb 10) and the company is a hoping drinkers and retailers will get behind the idea to build on the growth in the sector – Diageo reports Scotch sales are up six per cent across its global markets.
"Scotch has been built on its integrity, quality and authenticity and no other spirit can offer the same range of tastes, textures and flavours," said Ronan Beirne, global marketing director.
"Trends come and go but Scotch has been cool since forever and we feel it's time to properly celebrate that."
The day has been launched off the back of last year's successful #LoveScotch campaign, also run by Diageo.
"The category is vibrant and the outlook for Scotch is strong. Scotch is the world's most trusted spirit and Diageo is proud of the heritage, craft and passion at the heart of it," said Ronan.
Three years ago Pernod Ricard created National Piña Colada Day for its Malibu brand, which was a huge success.