Talking Retail Grocery and product news for independent retailers
The company, which includes Jameson Irish whiskey, Absolut vodka and Martel cognac in its range of spirits, believes retailers could pocket an extra £2,500 in the run-up to Christmas by linking premium spirits with the booming cocktail trend.
The remaining £1,000 should come from consumers trading up to premium brands during the festive season. Premium brands command an 18% share of spirits in the impulse sector on a year-round basis, but over the festive period the market share rises to 25% as people switch from more standard lines.
The convenience channel currently under-performs in the premium spirits sector, compared to the major supermarkets with 30% of sales being higher-priced brands and the on-trade with premium brands holding a 50% share.
“There is a lot of scope to drive premium sales harder,” said James Middleton, channel director for impulse at Pernod Ricard UK. Premium brands have generated all the £6.5m growth in c-store spirits sales over the last year.
He said two main drivers for premium spirits at Christmas will be “entertaining and gifting”.
A High Street poster advertising campaign, with the theme of “Expertly Selected Whiskies”, will focus on a range of Scotch whiskies, comprising Ballantine’s, Aberlour, The Glenlivet, Scapa and Chivas Regal. In-store POS will highlight cocktail ideas, such as a Plymouth Pink G&T (using Plymouth Gin), Espresso Martini (with Absolut vodka and Kahlua coffee liqueur) and Jameson Irish whiskey with ginger ale and lime.
Pernod Ricard UK is also distributing 30,000 empty gift cartons into the impulse trade to encourage retailers to create secondary displays, especially in stores where spirits are merchandised behind the counter. Displays will also appear in cash and carry depots.
