Getting into spirits this Christmas

Chris Shead

“This Christmas is likely to be the third in a row dominated by gin, and the average outlet now stocks on average eight different types: two standard, three premium and three super premium. ”

“Gin is also a huge part of cocktail culture, which is why it is important to stock a range of gins and highlight key serves to inspire consumers to make their own festive serves at home.”

“Flavoured gin is driving 58% of the sales value within total gin, and therefore, will be the big money maker this year, so make sure it is visible on the middle shelf from the end of November through to New Year’s Eve. ”

“Stocking tonic in close proximity and offering garnishes, such as strawberries and oranges will encourage increased basket spend.”

“Within premium spirits, there are five key categories Pernod Ricard UK recommends retailers focus on getting right: gin, Irish whiskey, blended scotch, vodka and wine. ”

“These categories lend themselves to two key consumer drinking occasions at Christmas: giving the perfect gift and being the best hosts at home.”

– Chris Shead,
off-trade channel director
Pernod Ricard