Drinks giant aims to help retailers tweet their way to festive success
DRINKS giant Pernod Ricard UK reckons retailers should get social this Christmas and says research has suggested that one in three food and drink purchases will be influenced by digital interactions with brands and retailers in the run up to this year’s festivities and beyond.
The firm, whose portfolio includes Chivas Regal Scotch whisky, Jameson Irish whiskey, Absolut vodka, wines from Jacob’s Creek, Campo Viejo and Brancott Estate, and Champagne Perrier-Jouët – has a new Twitter guide for Christmas, including suggestions on how, what and when to tweet.
“We know that Twitter will be a key platform for retailers to drives sales of premium drinks this Christmas. Yet, research suggests as few as one in five independent and symbol group retailers are currently geared up to exploit the true potential of social media to promote their businesses this Christmas,” said Chris Shead, off-trade channel director at Pernod Ricard UK.
The guide – available to download at http://releasd.com/997d – features 12 Tweets of Christmas designed to inspire Christmas season shoppers to buy its brands.
Shead said wines priced above £6.50 accounted for half of all wine sales last Christmas compared with a third during the rest of year, and premium spirits’ share of the total drinks market rose by 20% over the festive season.
Pernod Ricard UK’s festive period brand activity includes: seasonal makeovers on The Glenlivet Founder’s Reserve, Chivas Regal and Jameson; a selection of gift boxes across its Champagne range, including Mumm Cordon Rouge and Perrier Jouet; gift market activity on Martell and Havana Club; a neck tag competition for Plymouth Gin; Malibu cocktail recipe neck collars and a free mug and Christmas jumper cosy; and free retro posters with purchases of Kahlúa.