Bacardi Brown-Forman Brands has launched a new promotion to help retailers capitalise on the gifting season.

It is offering convenience shoppers free gift bags with the purchase of its spirits.

Running across BBFM brands including Bacardi, Jack Daniel’s, Tennessee Whiskey, Bombay Sapphire and Southern Comfort, the promotion is supported by branded shipper units to maximise visibility in stores.

There are 500,000 bags available for the convenience sector.

Director of grocery and convenience David Irwin explained the importance of focusing on gifting: “The festive season is a crucial period for the spirits category, driving huge spikes in sales and giving retailers the chance to make incremental profits,” he said. “The gifting occasion is also key to seasonal sales, with huge numbers of consumers seeking convenient gift solutions and to trade up to more premium brands.

“Last year’s activity saw an average of 33% uplift in value sales, so we’re confident the new offering will again appeal to shoppers.”

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