Pernod Ricard has unveiled two Christmas campaigns for its premium spirits portfolio.
The festive pushes, called ‘Mix With the Good Stuff’ and ‘Expertly Selected Whiskies’, are set to launch in November, featuring out of home, social media and in-store activity.
‘Mix With the Good Stuff’ will centre on “increasing sales of popular cocktail ingredients”, while “Expertly Selected Whiskies” will tout Pernod Ricard’s collection of Scotch brands, which includes The Glenlivet, Scapa, Chivas Regal, Aberlour and Ballantine’s.
They would “use the season to kick-start a behaviour change that will encourage shoppers to continue buying premium all year round,” said Pernod Ricard UK grocery channel director Chris Shead. “Encouraging shoppers to buy a serve as opposed to a spirit will increase the number of items per basket in a simple and effective way, by inspiring them to purchase drinks to impress their family and friends.”
The push will be supported with PoS materials available from November onwards.
It comes as sales of Pernod Ricard’s flagship vodka brand, Absolut, were up £6.6m (14.5%) to £52.2m over the past year. Meanwhile, sales of Jameson Irish Whiskey were up £1.3m (3.5%) to £31.3m [Nielsen 52 w/e 22 April 2017].
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