As part of its campaign for Christmas 2016, Pernod Ricard UK has identified a number of key moments that it believes retailers can use to excite shoppers, including:

My Christmas Dinner Moments where retailers can inspire customers with high end wines from leading ranges including Jacob’s Creek, Brancott Estate and Campo Viejo, as well as after-dinner festive digestifs such as a fine Cognac from Martell;

My Christmas Get Together Moment retailers should make sure they’re stocking the social drinking wines and spirits that their customers know and trust. For example, Jacob’s Creek Classics, The Glenlivet Founder’s Reserve or Chivas Regal 12 Year Old;

My Christmas Wrapping Moment offering trusted branded wines such as Campo Tempranillo for the gift wrapping occasion to get shoppers into the festive mood;

My Christmas Cocktail Moment make sure hero brands and serves such as a celebratory Cosmopolitan featuring Absolut vodka are clearly signposted;

My Christmas Giving Moment offering a range of popular gifts including seasonal gift boxes and miniature packs from favourite brands including Absolut, Malibu, Jameson, Chivas Regal Martell and The Glenlivet Founder’s Reserve.

This year sees the introduction of a new gift box for The Glenlivet Founder’s Reserve; an Absolut Create the Classics gift pack, which contains Absolut Raspberri, Vanilia and Citron, together with a selection of classic cocktail recipes; a Jameson & Ginger Ale gift pack, accompanied by a branded glass; a Malibu Pina Colada gift pack; and hanging tree miniature Absolut and Malibu gift packs that are exclusive to the impulse channel.

The Moments advice comes as research shows that premium spirit sales grew by 12% in value during Christmas 2015 versus total spirits growth of 4.6% in value (Nielsen data).

"The festive period presents a key opportunity to drive trade-up, and retailers that clearly offer the ability to premiumise with a sense of ’treat’ will win this year," said James Middleton, channel director impulse, at Pernod Ricard UK.

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