World Cup and festive parties to boost off-trade
OFF-SALES experts at Pernod Ricard are predicting the biggest Christmas ever as friends get back together for a festive football season.
It had been expected that Christmas 2021 would be a huge occasion – until a new variant of Covid disappointingly kept people at home in small groups, once again.
As a result, Pernod Ricard UK reckons retailers will be able to cash in on a big comeback this year, as well as the first-ever winter World Cup fuelling an increase in at-home conviviality, despite the budget concerns driven by the cost-of-living crisis.
For consumers, Christmas 2022 is likely to be a balance between enjoying a truly “free” Christmas and managing less disposable income, according to Pernod.
However, Nielsen data suggests that there may still be room to trade up with consumers as the firm found that the premium-plus share of spirits sales has remained higher than pre-pandemic levels, even in such a challenging environment.
To drive sales here, Pernod reckons retailers can capitalise on the appetite for at-home cocktails, popularity for which remained high during Christmas 2021.
According to PRUK Consumer Insights, cocktails including hot toddies, spritz and espresso martinis all experienced a boost in internet searches during the festive season last year.
To inspire consumers and drive cocktail ingredient sales, Pernod Ricard UK is launching a brand-new YouTube channel dedicated to bitesize video content on how to make the most-searched winter cocktails that can be easily followed at home. Recipes include an Absolut and Kahlúa Espresso Martini and The Glenlivet Hot Toddy.
Branded social media content will also be available to retailers for use on their own social media channels to educate and inspire shoppers before they are in-store.
World Cup will change festive drinking behaviours
Meanwhile, the football World Cup will make this Christmas different to any other, driving new drinking occasions in and out of home.
Just under half of shoppers think their usual Christmas behaviour will change due to the World Cup, with 45% of shoppers interested in watching the tournament with friends and family, according to a survey by consumer insight experts Toluna.
In celebration of the World Cup, Jameson has put together the ‘Dream Team’ of football fans’ personalities across a brand-new limited-edition bottle range.
Each of the five bottles within the range features a unique, vibrant football shirt and is being supported by a £1 million media campaign across digital, social, PR and in-store.
Launched last month across the grocery and convenience markets, The Jameson United Dream Team is the perfect accompaniment to the World Cup, says Pernod Ricard UK.
Chris Shead, off-trade channel director for Pernod Ricard UK, said: “During tough economic times, people still choose to purchase little luxuries to treat themselves – and wine and spirits is an area where people traditionally spend more to treat themselves or others.
“In the off-trade, we will see some trade-down. However, people will also trade up when staying in to make the occasion more special. For these reasons, we’re optimistic about this Christmas.”
