Pernod urges premium Christmas for on-trade

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

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.