Make sure you don’t leave it too late to stock up on festive drinks, that’s the advice from Pernod Ricard.
Channel director Impulse James Middleton said: “Four out of 10 retailers leave it as late as November and December to start stocking seasonal products, potentially missing out on an opportunity to inspire shoppers towards premium Christmas drinks and grab a share of early gifting sales.”
He said premium spirits account for £1 out of every £3 spent in the category during the festive season compared with £1 out of every £4 during the rest of the year and that, he claimed, represents an opportunity for retailers who stock the right range.
For this year Pernod Ricard has introduced a new gift box for The Glenlivet Founder’s Reserve, a Jameson and Ginger Ale gift pack, accompanied by a branded glass and hanging tree miniature Absolut and Malibu gift packs.
• Drinks giant Diageo says that in the off-trade the top 10 brands deliver 46% of spirits sales at Christmas and that 39% of premium spirits sales are in the 12 weeks before Christmas.
A spokesperson said: “With the opportunity for premium spirits being so high, it’s important for retailers to ensure they have an extensive premium range visible within the store.
“With vodka contributing 66% super premium growth in total impulse, Ciroc and Smirnoff Gold are key products.”
• Consumers want authentic products with rich heritage when choosing a tipple for Christmas according to Euan Mitchell, managing director of Isle of Arran Distillery.
He said: “Gift packs are a great way for purchasers to introduce friends and family to a new distillery, age or blend.
“Our Arran Single Malt gift packs contain 5cl samples of our 10, 12 and 14 year old single malts.”
• The Macallan has released a new premium gifting series, featuring whiskies from its portfolio.
The new series features three distinct designs and will be released over the next three years.
The programme begins with the first release, Oak Forests.
The limited-edition Oak Forests gift packs include The Macallan Gold Limited Edition Carton, The Macallan Gold Limited Edition Tin, The Macallan Gold Limited Edition Glass Pack and The Macallan Amber Glass & Water Jug Pack.
