Playing the premium

SPIRITS and wine brands owner has been urging retailers to carry a wide selection of premium wines and spirits and stock up early to grab a share of early sales and encouraging retailers to activate around key festive moments to win this Christmas season.

Pernod Ricard UK is encouraging retailers to use its special gift products and to stock a wide range of premium wines and spirits well ahead of Christmas.

The firm which has Chivas Regal, Jameson, Absolut, Jacob’s Creek, Campo Viejo, Brancott Estate and Perrier-Jouët in its portfolio, says retailers should already be displaying their range for Christmas 2016.

campo-viejo-viura-tempranillo-blancoJames Middleton, the company’s channel director – impulse, at Pernod Ricard UK, said: “Our own research reveals that more than half of retailers leave Christmas planning until October to December, and 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.

“More than a quarter of independent and symbol group retailers’ sales come from premium whiskies (priced at £20 and over) throughout the year, 10% are from ultra-premium spirits, priced at £40 and over, while premium spirits account for £1 out of every £3 spent during the festive season compared with £1 out of every £4 during the rest of the year, so there is a huge festive opportunity for retailers who can stock the right range.”

Pernod Ricard UK seasonal activity for 2016 includes the release of gift boxes and miniature packs on brands from its spirits range like Absolut, Malibu, Jameson, Chivas Regal, Martell and The Glenlivet Founder’s Reserve.

It is also encouraging retailers to stock high-end wines from its range as well as after-dinner spirits such as Martell Cognac, to catch premium purchases for use with Christmas dinner, as well as its main branded wines and spirits, for consumers to use at festive social occasions.