With the festive season accounting for nearly one-third of annual spirit sales, Pernod Ricard is investing in fractional formats and price-marked packs (PMPs) ahead of Christmas, including new PMPs for Malibu, Jameson and Absolut launching in December.
The drinks giant is also aiming to ignite the Espresso Martini trend through a collaboration between Kahlúa and Tony’s Chocolonely. The campaign will distribute over 100,000 Tiny Tony’s chocolates across the UK, inviting consumers to enjoy “the ultimate Espresso Martini accompaniment”.
Shoppers also have the chance to win a year’s supply of Kahlúa and Tony’s, Nespresso machines or Kahlúa MarTony gift boxes. Convenience retailers can direct customers to enter via the Kahlúa website.
The initiative is supported by an influencer and social media programme expected to deliver more than 1.6 million impressions, with content creators showcasing the Espresso MarTony serve.
In addition, Bumbu rum is offering a branded glass with every purchase this Christmas.
