Pernod Ricard is revealing two premium spirits campaigns for the festive season based on insight that premium spirits generate 100% of spirits growth within the impulse channel, equating to £6.5m in the last year (AC Nielsen Scantrack, 17.07).
The first campaign ‘Expertly Selected Whiskies’ will boost awareness of the ‘Expertly Selected’ range, identified by Pernod Ricard UK, which includes five of the supplier’s top-performing premium Scotch whiskies: The Glenlivet Founders Reserve, Chivas Regal 12 YO, Scapa Skiren, Aberlour 12 YO and Ballantine’s Finest.
The firm says Christmas is the perfect time of year to drive purchases of Scotch whisky, with sales increasing 68% in the eight weeks ahead of the big day; as shoppers look to trade up and select the perfect gift.
‘Expertly Selected Whiskies’ helps shoppers navigate between brands and pick the right whisky for the right occasion or recipient. The campaign calls out helpful flavour cues, ratings and reviews.
The second campaign ‘Mix with The Good Stuff’ will boost awareness of three simple cocktails, which are easy for shoppers to re-create at home using ingredients readily available in store. These are: The Espresso Martini (with Absolut vodka, Kahlua and espresso), Jameson, Ginger & Lime and The Plymouth Pink G&T (with Plymouth Gin).
Demand for cocktails at home has increased 23%, with 22 million cocktails searches made in the last year (CGA Mixed Drinks Report Q1 2017).
James Middleton, channel director for impulse at Pernod Ricard UK, said: “Our message is simple: ignore premium this Christmas and you will miss out. We are seeing success within the on-trade, where premium accounts for 50% of all spirits sold, which tells us consumers are willing to spend more on premium spirits. In comparison, 18% of all spirits sold within the convenience channel are premium, so for retailers, it’s about upping volumes to make the most of the obvious opportunity. We’ve created two incredibly simple campaigns to help retailers capitalise on this demand, the aim being to encourage shoppers to trade up and select the brands they are enjoying in bars at home.”
Both activations will be supported by PoS available from November. A full planogram is available to assist retailers merchandise SKUs correctly. The ‘Mix with The Good Stuff’ campaign highlights to retailers that by increasing sales of Premium Spirits by 50% throughout November and December (116 bottles or 14 per week) retailers can take up to an additional £2,500.