Pernod Ricard UK is investing £3m in its Christmas marketing this year to ensure shoppers are thinking about their alcohol choices before going into stores.
Retailers are being encouraged to promote premium spirits up until January 1 2019 to capitalise on the £18.4m Christmas sales opportunity (Nielsen, Total Coverage, 8 wks to 30.12.17) and growing premium spirits trend.
Pernod’s campaign focuses on its Absolut, Jameson, Plymouth Gin and Beefeater Pink lines. The second instalment in the brand’s ‘Mix with The Good Stuff’ campaign will include the following four key serves: Jameson Irish Coffee, Absolut Porn Star Martini, Plymouth Gin & Tonic, The Beefeater Pink & Tonic.
Pernod Ricard UK is also calling on convenience retailers to plan their festive alcohol campaign from November. The premium drinks company has identified that if every c-store took an additional £557 in spirits (Nielsen, Total Coverage, Spirits, 12 wks to 16.06.18), equivalent to an additional three bottles sold per week, in the eight weeks before Christmas then the channel would command the same market share as grocery.
Chris Shead, off-trade channel director for Pernod Ricard UK, said: “This is a huge opportunity for retailers and one they can get right by doing three things: Ensure premium spirits get proportionately more shelf space than standard, increase basket spend by advertising cocktails in store, using our POS, and finally, ensure NPD is listed to excite consumers looking for new flavours and tastes.”
Pernod believes NPD and innovation listings present a growing sales opportunity for the impulse channel including pink gin, flavoured vodka and irish whiskey lines.