WHETHER it’s hot and spiced for a party or chilled to serve with dinner, wine continues to be an integral part of the drinks mix over the festive period.
And, according to some of the wine giants, a bottle of plonk will just not cut it. Research by Pernod Ricard UK, owner of Jacob’s Creek and Campo Viejo, shows that consumers trade up and purchase better wines during the holiday season. Premium wine now accounts for 25% of all wine spend, as measured by Nielsen.
According to Pernod Ricard: “Sparkling wine offers a significant profit opportunity for retailers; it is the fastest growing category across beers, wines and spirits over Christmas, maintaining double digit growth for the past two years. With 36% of total sparkling volume sold over the festive period, retailers need to ensure that they stock the right range in a compelling way.”
Wine is a popular gift item over the festive season. To help retailers make the most of that, Pernod Ricard has a Jacob’s Creek Reserve Range gift pack, to encourage a trade-up from the Classic Range for the festive period. The RRP is £10.29.
For the budget-conscious, the company has re-introduced the Campo Viejo PMP and launched a PMP across the Jacob’s Creek classics range.
Last year another wine giant, E&J Gallo, saw festive sales increase by 26% in the impulse sector. Channel controller, David Mallory, said: “During the Christmas and New Year season there is an obvious increase in social activity and we see consumers purchasing wine and spirits on a more frequent basis, in line with celebrations throughout the festivities. Shoppers are predominately purchasing wine on impulse for immediate consumption and when looking for a gift.”
He predicts a new product, Gallo Family Vineyards Summer White, will be a hit with consumers who favour a lighter style of wine. (The ABV is 5.5%.) The brand is currently supported by a Channel 5 sponsorship (set to reach 2.5m consumers) and a celebrity partnership with singer, TV presenter, model and actress, Louise Redknapp.
Gallo also expects its Moscato, a sweet white wine, with an ABV of 8.5%, to appeal to “consumers searching for an alternative style of white wine”.
Another Gallo brand, Barefoot Wine, has recently launched Barefoot Bubbly Pink Moscato. There will be an integrated communications campaign, including sampling at more than 500 Barefoot Wine consumer events, a strategic PR campaign, trade marketing – including a neck promotion on 60,000 bottles – and social media activity