Cocktails and gifting will be key to driving incremental sales during the Christmas period, with Absolut, Malfy, Malibu, Altos and Jameson highlighted as this year’s big bets
Stubbornly high inflation rates and the cost-of-living crisis are factors likely to impact this year’s festive season. However, Pernod Ricard UK remains positive and believes Premium+ Spirits provide convenience retailers with the opportunity to win big, saying that driving Premium+ Spirits will be more important than ever this Christmas There is good reason to take a chance on the category as its resilience during the current economic turbulence has been strong, delivering consistent double-digit value growth.
Pernod Ricard UK continues to significantly outperform the market, growing value sales +7.2 per cent and market share by +2.7 per cent. Conviviality, celebration, and treating friends and family will remain key over the festive period with shoppers expected to move away from more extravagant gifts. With 80 per cent of shoppers agreeing that food and drink are a good option as an affordable gift, Premium+ Spirits will play an even more important role in the gifting space as they are viewed as an affordable option.
Pernod Ricard UK is urging convenience retailers to plan for two key occasions this Christmas, gifting and hosting. Retailers are being advised to cater for those looking to spread the cost of Christmas across more months by providing gifting options as early as October. Secondly, more at-home celebrations are expected as shoppers host more affordable occasions for their friends and family.
Pernod Ricard is placing its bets on five of its leading spirit brands – Absolut, Malfy, Malibu, Altos and Jameson – and with searches for cocktail inspiration up +555 per cent, will be supporting retailers with their cocktail knowledge to help upsell basic household cocktail ingredients to shoppers.
“We’re hugely excited for Christmas 2023 as its time for Premium Spirits to reclaim the occasion after beer dominated during last year’s football World Cup,” said Chris Shead, Off-Trade Channel Director. “In the current economic climate, we are anticipating a significant shift to the Off-Trade as consumers choose to host at home and manage budgets. This presents a huge opportunity for our customers and winning in cocktails remains the key to success. For the convenience channel, Premium+ Spirits offer a point of difference, as the larger supermarkets are increasingly challenged by discounters.”
Convenience retailers can capitalise on the opportunity presented by Premium+ Spirits by helping shoppers host memorable occasions by promoting cocktails that are easy to recreate at home. To support retailers do this, Pernod Ricard UK has put together a Top Five Festive Serves list that can easily be created using basic ingredients and cocktail equipment at home. Neck tags will also be provided across its range to drive shoppers to a dedicated YouTube channel hosting cocktail inspiration and “How To” Guides for those looking for support when recreating festive classics at home, such as the Absolut Espresso Martini and the Absolut Wild Berri Bramble. Pernod Ricard UK will also be offering a gift with purchase (a cocktail jigger) across its Absolut range with 500 kits up for grabs.
Top 5 Festive Serves
- The No.2 Christmas Cocktail – Absolut Espresso Martini: 50ml Absolut Vodka, 25ml Kahlúa, 25ml Espresso – add ice, shake well
- The spritz is the fastest growing cocktail in the UK – Malfy Gin Rosa Spritz: 35ml Malfy Gin Rosa, 50ml San Pellegrino Aranciata Rossa, 50ml Prosecco – build over ice
- The No. 4 Winter Cocktail – Malibu Piña Colada: 50ml Malibu Coconut, 75ml Pineapple Juice, 25ml Coconut Cream – add ice, shake well
- The most searched for cocktail of 2023 – Altos Classic Margarita: 50ml Altos Olmeca Plata, 12.5ml Triple Sec, 15ml Agave Syrup, 25ml Fresh Lime Juice – shake well with ice and strain
- The most searched for Whiskey cocktail – Jameson Old Fashioned: 50ml Jameson Black Barrel, 5ml Sugar Syrup, Angostura Bitters – stir ingredients over ice