Pernod Ricard UK unwraps £18.4m opportunity for convenience retailers this Christmas

This Christmas, Pernod Ricard UK will invest £3m into Christmas marketing to ensure shoppers are thinking about their alcohol choices before going into a store. Retailers are being encouraged to promote premium spirits up until the 1st January to capitalise on the £18.4m sales opportunity1 and growing premium spirits trend.

The campaign focuses on Absolut, Jameson, Plymouth Gin and Beefeater Pink. The second instalment of the ‘Mix with The Good Stuff’ campaign will include the following four key serves: Jameson Irish Coffee, Absolut Porn Star Martini, Plymouth Gin & Tonic, The Beefeater Pink & Tonic.

Pernod Ricard UK is calling on convenience retailers to plan an eight-week Christmas campaign from November. The premium drinks company has identified that if every store took an additional £5571, an additional three bottles per week, in spirits sales in the eight weeks before Christmas, the channel would command the same market share as grocery.

Chris Shead, Off-Trade Channel Director for Pernod Ricard UK, comments: “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 PoS, and finally, ensure NPD is listed to excite consumers looking for new flavours and tastes.”

For the overall total off-trade, NPD represents 40% of total spirits value growth[1]. NPD and innovation listings present a growing sales opportunity for the Impulse channel:

[1] Nielsen – Total Coverage – Spirits – 12 weeks ending – 16.06.18