Consumers demand expensive gift packs for Christmas

Consumers are more prepared to trade up to premium spirit brands in the run up to Christmas, and are even demanding larger, more expensive gift packs that could be main presents.

The Havana Club Christmas gift pack is designed to appeal to consumers looking for a main spirit present to give

Consumer research conducted by Pernod Ricard UK found that premium spirits now account for 40% of all spirit sales during the Christmas period, with shoppers starting to plan their purchases as early as October.

As a whole, spirits accounted for £1.2bn of sales during Christmas 2012, making the period a “significant opportunity for premium spirits across all channels”.

Pernod Ricard’s research showed that consumers will this year shun the miniatures gift pack and stocking filler 700ml bottle that have been popular in the past, in favour of larger, more expensive options priced above £25 to gift as a main present.

“The challenge for retailers is to ensure they range and showcase premium spirits in-store, highlighting gifting and create stand-alone displays to encourage consumers to create cocktails in their own homes,” said Simon van Moppes, commercial director for Spirits at Pernod Ricard UK.

The group recommends brands cross-merchandise their branded spirits offering with mixers and party snacks to capitalise on the trend for consumers to recreate on-trade experiences at home.