Pernod Ricard has poured £3m into its Christmas marketing budget in a bid get shoppers buying more premium spirits.
The campaign focuses on Absolut, Jameson, Plymouth Gin and Beefeater Pink. It highlights the Jameson Irish Coffee; Absolut Porn Star Martini; Plymouth Gin & Tonic; and The Beefeater Pink & Tonic serves.
Pernod Ricard is calling on convenience retailers to plan an eight-week Christmas campaign from November. The premium drinks company has identified that if every UK c-store took an additional £557 – an extra 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, commented: “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.”