Pernod Ricard is to uplift its festive marketing spend in the UK, as the wine and spirits supplier looks to bounce back from a “challenging” year.
After seeing sales slide by 3% in the year ended 30 June 2024, Pernod Ricard UK (PRUK) is to ramp up marketing ahead of Christmas with an emphasis on “categories that have been capturing the hearts of consumers” including tequila, rum, champagne and liqueurs.
PRUK declined to put a figure on the amount to be invested in marketing over the Christmas trading period, but insisted it was “a significant increase in the amount of spend”.
“In the off-trade, this will include in-store PoS such as branded cocktail bays, personalisation stations, sampling, shippers, and hotspots,” a spokeswoman for PRUK said.
Despite the challenging backdrop in spirits, consumer confidence was now “on the rise” and the outlook for the rest of 2024 was “positive” said PRUK off-trade channel director Chris Shead.
And retailers ought to be alive to growing consumer preference for premium-and-above spirits when making stocking decisions, he said.
“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,” Shead said. “Where possible, we encourage retailers to prioritise categories that have been capturing the hearts of consumers.
“Our big winners have been Altos Tequila, Kahlúa, and Bumbu Rum, and we expect our champagnes, GH Mumm and Perrier-Jouët, to be the toast of choice for festive parties this year.”
To tap the festive gifting market, PRUK has revamped the packaging for Jameson Black Barrel, and is supporting the Irish whiskey with a new global campaign featuring Bullet Train actor Aaron Taylor-Johnson.
It has also created a limited-edition bottle for Havana Club with Toronto-based goldsmith Jonathan Raksha.
The Havana Club Añejo 7 Años x Jonathan Raksha bottle will be available at major grocers (exluding Asda) from the end of November.
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