Pernod Ricard UK is ramping up its festive marketing efforts with the aim of inspiring consumers to choose Premium+ Spirits as gifts or for at-home celebrations.
The company noted that throughout 2024, Premium+ Spirits have consistently outperformed Standard offerings, making this higher end of the sector a key margin driver.
Chris Shead, Off-Trade Channel Director for Pernod Ricard UK, commented: “Gifting and hosting remain two key trends, and retailers should focus on increasing space in-store for Premium Spirits that act as the perfect gift or cocktail ingredient when wanting to show off in front of friends and family. Where possible, we encourage retailers to prioritise categories that have been capturing the hearts of consumers and this year, our big winners have been Altos Tequila, Kahlúa and Bumbu Rum, and we expect our Champagnes, G.H. Mumm and Perrier-Jouët, to be the toast of choice for festive parties this year.”
To inspire consumers and drive cocktail ingredient sales before they enter a store, Pernod Ricard UK has refreshed its YouTube Channel, ‘Cocktails Etc.,’ which offers bite-sized content that can be followed at home. The channel features festive tutorials on how to create the most-searched winter cocktails, including an Absolut and Kahlúa Espresso Martini and The Glenlivet Hot Toddy. Consumers will be able to discover this year’s hottest serves, from the Hugo Spritz to Champagne cocktails and the Baby Stout – 18 million of which were sold in the on-trade last year. To support retailers, branded social media content will also be available for retailers to use on their own social media channels to educate and inspire shoppers before they enter the store.
Jameson Black Barrel has stepped into Christmas with an elevated new label and giftbox, highlighting its premium credentials. To drive maximum awareness of Jameson’s most giftable product this Christmas, the brand has launched a new global campaign that features a short film led by Bullet Train actor and rumored next James Bond, Aaron Taylor-Johnson. The campaign, which explores the craftsmanship behind each bottle, will be showcased in the UK across video-on-demand platforms and social media, as well as on the big screen to coincide with this month’s release of Gladiator 2.
Meanwhile, Pernod Ricard’s Havana Club has partnered with Toronto-based goldsmith Jonathan Raksha to create a standout bottle for the festive season. The bottle, adorned with shimmering gold accents and intricate diamond-like details, aims to reflect the grandeur of Havana’s architecture and culture. The Havana Club Añejo 7 Años x Jonathan Raksha bottle will be available at major grocers and wholesale from the end of this month.
