Pernod Ricard launches PMPs for Malibu, Jameson and Absolut

No comments

Malibu Festive Hot Chocolate

Pernod Ricard is introducing price-marked packs (PMPs) for Malibu, Jameson and Absolut, due to hit shelves in December.

It comes after the spirit giant urged retailers to “capitalise on premium trade-up opportunities” this festive season.

Convenience continues to be a bright spot for the spirits category, with vodka accounting for 46% of sales, according Nielsen.

Pernod’s investment in PMPs would help convenience retailers “capture this demand” during the crucial Christmas trading period, it said.

Chris Shead, off-trade channel director for Pernod Ricard UK, said: “Christmas remains a make-or-break period for the spirits category and premium products are proving to be the real winners. There’s plenty to play for with shoppers seeing the value in spirits, especially when you consider there are 28 serves in a bottle.

”Helping them trade up is where retailers can really drive growth. It’s true shoppers may not have as much disposable income as they did five years ago and this is where offering a range of formats, including ready-to-drink and ready-to-serve options provide hosts with the ability to offer their guests choice without having to folk out on full price bottles.”

PMPs launching next month: