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Pernod Ricard UK invests £3m to push spirits in off-trade

Pernod Ricard UK will invest £3 million (US$3.8m) to promote its premium spirits portfolio in the off-trade over the Christmas period.

Pernod Ricard UK will focus on its premium spirits range in the run up to Christmas

The French drinks group is encouraging UK retailers to promote premium spirits until 1 January 2019 to “capitalise on the £18.4m sales opportunity and growing premium spirits trend”.

Pernod Ricard UK is calling on convenience retailers to plan an eight-week Christmas campaign from November.

The initiative focuses on Absolut vodka, Jameson Irish whiskey, Plymouth Gin and Beefeater Pink gin.

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 point of sale, and finally, ensure NPD is listed to excite consumers looking for new flavours and tastes.”

According to CGA data cited by Pernod Ricard UK, premium spirits now account for 30% of total on-trade value, up by 14%. Cocktails are worth over half a billion pounds, double the value of Champagne sales.

The group is also encouraging outlets to “maximise their cocktail offering”, with a focus on core ranges and innovative products in the run up to Christmas.

To tap into this opportunity, Pernod Ricard UK has launched a new campaign, Food Glorious Food, that offers festive serves and food pairings for its brands.

The initiative aims to boost spirits sales during the festive period by encouraging consumers to enjoy cocktails and spirit-based drinks with a meal and not just before or after food.

Core serves include a Porn Star Martini made with Absolut and an Irish coffee made with Jameson Caskmates.

A flavour wheel has also been created that shows the different aromas for each spirit, a recommended serve and a food pairing.

“Outlets have the opportunity to capitalise on a 40% uplift on premium spirits in the month leading up to Christmas but consumers are becoming more demanding and discerning when it comes to cocktail choices,” said Mark Harris, on-trade channel director.

“Whilst two thirds of consumers expect to see the classics on the menu, and we expect the Porn Star Martini to overtake the Mojito as the best-selling cocktail this year, it is important for outlets to also offer unique serves that provide an incentive for consumers to return.”

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