Havana Club, Pernod Ricard UK’s Cuban rum brand, will be driving the Mojito serve throughout the summer months by providing retailers with unique drinking vessels and cross merchandising solutions.
To further promote the Mojito serve, the brand will also be launching an online hub, www.havana-mojito.co.uk, designed to provide shoppers with recipe inspiration, showcase offers and provide a retail link for shoppers to purchase Mojito ingredients.
Adam Boita, head of marketing for Pernod Ricard UK, said: “Over a third of shoppers have made a cocktail at home in the past year, with the most popular cocktail mirroring on-trade trends, placing Mojito as the number one. Therefore, we are ramping up our off trade activity to ensure retailers are able to provide their shoppers with the tools necessary for creating the best authentic Cuban mojitos at home.
”We also want to make it as easy as possible for them to do so, which is why we have designed a gift-with-purchase and merchandising solution to allow retailers to make the most of the opportunity for increased sales by making 2015 the year of the Mojito.”
From June, bottles of Havana Club Añejo 3 Años will feature a limited edition Havana Club Mojito tin, available as a gift-with-purchase option. The tins are described as the perfect drinking vessel for Mojitos and are branded with the Havana Club logo and a simple recipe that will ”add authenticity” to shoppers’ at-home drinking experience.
Havana Club will also be working with convenience retailers to encourage cross-merchandised displays, to ensure all of the ingredients needed to make a Mojito sit alongside bottles of Havana Club Añejo 3 Años. This cross-merchandising strategy is an active push towards encouraging shoppers to make authentic Cuban mojitos at home and dissolve the common barriers that often stop shoppers making cocktails at home, such as the level of effort necessary at purchase stage.