Pernod urges premium Christmas for on-trade

21st August, 2014 by Amy Hopkins

The UK arm of Pernod Ricard is urging the on-trade to drive the premiumisation trend this Christmas and encourage consumers to trade up.

Pernod-Ricard-Christmas

Research commissioned by Pernod Ricard UK shows that the on-trade has the opportunity to drive value growth in the industry this Christmas

Citing CGA Strategy data, the French drinks group said that last year one in three serves ordered over the festive period were spirits, while 48% of consumers who wouldn’t normally drink spirits throughout the rest of the year enjoyed them over the festive period.

The group also noted that 52 million additional spirit serves were sold last Christmas compared with an average month, driving higher margin and greater profits.

Ian Peart, on-trade channel director at Pernod Ricard UK, said that over Christmas, consumers are more willing to trade up and spend more when they are out in bars.

“As a nation, three quarters of us made at least one visit to a bar, pub, club or restaurant last Christmas, resulting in a total of 150 million visits to an on-trade establishment,” he said.

“So with consumers showing a huge desire to trade up to premium drinks during this key period, there is a big opportunity for those on-trade retailers who are able to capitalise on this growing trend.”

Pernod Ricard has therefore recommended a number of ways in which the on-trade can seek to increase its value sales. Noting the prevalence of the “with food” occasion over Christmas, the group identifies opportunities for aperitifs, pitchers and digestifs.

Cocktail masterclasses were also identified as a good way to drive additional footfall, which could also be maximised by establishments which “offer a sense of treat”.

Last year, Pernod Ricard said that in the run up to Christmas, consumers were demanding larger, more expensive gift packs that could be main presents.

Leave a Reply

If that's interesting, how about these?

Beam Suntory buoyed by emerging markets

Suntory Holdings’ spirits arm Beam Suntory posted “mid-single-digit” more...

Registration opens for TFWA Asia Pacific 2017

Delegates are now able to register for the upcoming TFWA Asia Pacific more...

Canadian Club fans vow to stop Centre closure

A tourism board has joined a group of whisky fans to protest the closure of more...

SB Voices: A celebration of collaboration

Amy Hopkins reflects on the wonderful ethos of collaboration among more...

Bacardi hits most CSR targets bar philanthropy

Bermuda-based Bacardi Limited has released details of its 2016 corporate social more...

SWA urges MEPs to back CETA deal

The Scotch Whisky Association has called on MEPs to back the EU-Canada more...

Laphroaig rolls out bottle label printing app

The latest initiative in Laphroaig's #OpinionsWelcome campaign is a bespoke more...

London's Mahiki launches coconut rum liqueur

London-based tiki nightclub Mahiki has unveiled a coconut rum liqueur and a more...

Our/Vodka inks Berlin distribution deal with GDP

Our/Berlin, the first distillery in Pernod Ricard’s ‘glocal’ network more...

Pernod lobbies against US border tax proposals

Pernod Ricard's CEO Alexandre Ricard has branded the proposed US border levy a more...

Asahi Group’s spirits business slips 6.1%

Nikka owner Asahi Group saw its full-year whisky and spirits sales contract more...

Premiumisation drives UK cocktail culture

The UK is fast becoming a nation of cocktail connoisseurs, with 77% of drinkers more...

Sazerac files another Fireball copycat suit

Sazerac has accused a Florida-based spirits company of planning to release a more...

Industry hails EU-Canada CETA deal

Spirits Europe has “warmly welcomed” the European Parliament’s vote to more...

Hong Kong's Ching wins Beefeater MIXLDN 6

Hong Kong bartender Timothy Ching has been crowned winner of the sixth annual more...

Spirit Show launches subscription service

The Spirit Show London organisers have launched The Spirits Society, a monthly more...

New website lists NY distillery trails

An association of more than 60 distillers across New York has launched a new more...

Pernod Ricard eyes further acquisitions

Following Pernod Ricard’s re-entry into American whiskey with its Smooth more...

Scotch auction market hails ‘exceptional' 2016

Scotch whisky volume and value sales at auction reached record levels in 2016, more...

Pernod to roll out smart bottles 'in coming weeks'

Pernod Ricard will introduce 'connected' QR-coded bottles across its entire more...