Pernod Ricard is helping retailers target a multi-million pound missed sales opportunity for premium wines and spirits this Christmas.

It believes that there is a £13m incremental sales opportunity for premium spirits as well a multi-million pound opportunity for wines priced £6.50 and over, and has published two five-step guides for retailers to follow.

Off-trade channel director Chris Shead said: “There have been great performances by premium wines and spirits over the last few years but we believe there have still been missed sales opportunities. They offer retailers the best opportunities within impulse and convenience this Christmas so we urge retailers to follow our two simple five-step guides to ensure they don’t miss out on a great new sales opportunity.”