In the run-up to Christmas Pernod Ricard UK is launching two campaigns focused on helping retailers increase sales of Scotch whisky and popular cocktail and mixer ingredients: ‘Expertly Selected Whiskies’ and ‘Mix with The Good Stuff’.
The ‘Expertly Selected’ range, identified by Pernod Ricard UK, includes five of the supplier’s top-performing premium Scotch whiskies: The Glenlivet Founders Reserve, Chivas Regal 12 YO, Scapa Skiren, Aberlour 12 YO and Ballantine’s Finest.
For ‘Mix with The Good Stuff’, Pernod Ricard UK has selected three simple cocktails, which are easy for shoppers to re-create at home using ingredients readily available in store. These are: The Espresso Martini, Jameson, Ginger & Lime and The Plymouth Pink G&T.
The campaigns have two important Christmas occasions in mind: gifting and entertaining at home. Pernod Ricard UK advises that retailers should begin ranging these products from early November to ensure maximum visibility throughout the season, ensuring they are front of the mind and store of choice when it comes to important purchases in the following weeks.
James Middleton, channel director for impulse at Pernod Ricard UK, commented: “Our message is simple: ignore premium this Christmas and you will miss out. We are seeing success within the on-trade, where premium accounts for 50% of all spirits sold, which tells us consumers are willing to spend more on premium spirits. In comparison, 18% of all spirits sold within the convenience channel are premium, so for retailers, it’s about upping volumes to make the most of the obvious opportunity.
“We’ve created two incredibly simple campaigns to help retailers capitalise on this demand, the aim being to encourage shoppers to trade up and select the brands they are enjoying in bars at home.
“Malt Whisky experienced a strong uplift of 90% last year, however, only 51% of shoppers have a brand in mind when they enter a store. So, we’ve created ‘Expertly Selected Whiskies’ to help them navigate between brands and pick the right whisky for the right occasion or recipient. The campaign calls out helpful flavour cues, ratings and reviews.
“This simplicity is matched in our ‘Mix with The Good Stuff’ campaign, which can be created using spirits most retailers already stock. Encouraging shoppers to buy a serve as opposed to a spirit will increase the number of items per basket in a simple and effective way, by inspiring them to purchase drinks to impress their family and friends.”
Both activations will be supported by PoS available to retailers from November.