In the current economic climate, the Christmas season of 2023 presents a unique opportunity for premium spirits to regain their prominence, following last year’s dominance of beer during the football World Cup, according to Chris Shead, the off-trade channel director at Pernod Ricard UK. As consumers opt to host gatherings at home and manage their budgets more closely, there is a significant shift expected towards the Off-Trade.
For retailers in the convenience channel, the rising demand for Premium+ Spirits offers a chance to differentiate themselves, especially as larger supermarkets face increasing competition from discounters. Capitalizing on this opportunity, convenience retailers can assist shoppers in hosting occasions by promoting cocktails that are easy to recreate at home.
To support retailers in this endeavor, Pernod Ricard UK has compiled a “Top five Festive Serves” list, featuring cocktails that can be effortlessly prepared using basic ingredients and cocktail equipment available at home. Additionally, the company will provide neck tags across its product range, guiding shoppers to a dedicated YouTube channel that offers cocktail inspiration as well as ‘How To’ guides. These resources are aimed at helping individuals recreate festive classics such as the Absolut Espresso Martini and the Absolut Wild Berri Bramble at their own convenience.
In an effort to further incentivize purchases, Pernod Ricard UK will be offering a gift with purchase—a cocktail jigger—across its Absolut range, with 500 kits up for grabs.
If you are interested in stocking these kits ahead of the festive season, please contact Nathalie Hall at nathalie.hall@pernod-ricard.com.[1]
[1]Contact Nathalie Hall to stock these kits before the holiday season begins.
