Pernod reveals increased Christmas spend
Pernod Ricard UK plans to boost its marketing plans for the 2010 Christmas period by giving four of its brands festive spots on TV.
The drinks giant has also declared it will have a strong focus on driving premium for Christmas 2010.
"To capitalise on this opportunity, which is especially prevalent at Christmas when people are more likely to be visiting the on-trade, it is important to ensure premium spirit options are available," says on-trade channel director for spirits, Nick Yates. "Premium spirits create choice, add value to the overall on-trade experience and enhance an outlet's overall image."
Pernod's Absolut brand will play a big part in this, with an on-trade exclusive limited edition bottle soon to be revealed.
For spirits the producer also aims to help the on-trade to recognise the selling potential of back bar displays and drinks menus. Pubs can take advantage of Pernod's free bespoke menu printing serice, which the company is bringing back following its success last year and throughout the World Cup.
Its third point of focus for spirits is in "appreciating the extent to which bar staff are key to unleashing Chistmas sales", which will include in-outlet training on brands and upselling strategies.
Meanwhile for the wine segment of its portfolio, Pernod wants to emphasise the strength of recognisable brands, such as Jacob's Creek and Campo Viejo, as well as highlighting to the trade the benefits of stocking growth and emerging sectors, such as rosé and sparkling variants.
"Bubbles (wine and champagne), rosé and 50cl all present profit opportunities," said Lee James, channel director for wine. "Sparkling wine is the best performing category in the on-trade, ahead of both beer and cider, and December last Christmas alone accounted for 12% of total Champagne sales. Rosé continues to grow at 21% in value, despite a declining on-trade market."
Pernod's brands featuring on TV this Christmas will be Chivas Regal, Absolut, Jacob's Creek and Brancott Estate - formerly Montana.
