Mix it up for the festive season

Cocktails at home predicted as a major trend

Pernod Ricard UK predicts high demand for premium products this Christmas.

CHRISTMAS will be bigger than ever this year as people come together in big groups for the first time in three years, so says drinks giant Pernod Ricard UK.

Off-trade channel director Chris Shead continued: “With challenging economic times ahead, many consumers will be looking to create an enjoyable and premium experience at home.”

Shead added that, during tough economic times, people still choose to purchase little luxuries to treat themselves or others.

“The premium-plus share of spirits has remained higher than pre-pandemic,” he said, “and cocktails will be key to driving spend this Christmas.”

PRUK is predicting that cocktails at home will be popular over the Christmas and New Year holidays.

Shead said Hot Toddies recorded the greatest growth during Christmas 2021, along with the Spritz and Espresso Martini and, as a result, he said retailers should stock up on key growth categories, such as vodka, rum and gin, to meet demand.

Shead said the trend for “premiumisation” is a resilient one, with people drinking “less but better”.

He said: “People are engaging more with what they’re drinking.They will trade up when staying in to make the occasion more special.

“And retailers should capitalise on the demand for premium spirits by ensuring they stock a wide range of price points.”

The World Cup has added another reason for consumers to get together this winter, with PRUK pointing out that 45% of shoppers said they want to watch matches with friends and family.