Pernod Ricard UK is investing £5m in a festive campaign designed to encourage consumers to trade-up when shopping for Christmas alcohol.

Pernod Ricard UK Christmas Portfolio (1)

The brand’s seasonal marketing and advertising will urge convenience retailers to give stronger visibility to premium products this Christmas and recommend c-stores focus on five key categories within premium alcohol, including: gin, Irish whiskey, blended scotch, vodka and wine.

Pernod Ricard UK off-trade channel director Chris Shead told C-Store: “It was a good Christmas for the convenience channel last year, however, it continued to fall behind grocery as retailers failed to maximise the premium spirits opportunity.

“The data all points towards a third gin-dominated Christmas this year, however, we also anticipate this year to be driven by gifting outside of traditional categories, such as our new Plymouth gift box, as well as lead-ingredients for popular cocktails and mixed drinks.

“That’s why we are investing significantly this year to encourage more moments of conviviality, to get consumers spending more time with family and friends, as well as more money in the convenience channel on premium wines and spirits.”

To drive awareness, Pernod Ricard UK is increasing its above the line advertising spend by 38% this year. Ad campaigns for Jameson, Plymouth, Chivas and Campo Viejo  will go live from October. 

Overall investment for Pernod brands this Christmas is set to be 70% bigger than last year and expected to exceed more than £5m.