Bauble-shaped glasses to boost spirit sales this Christmas

By Robyn Black contact

- Last updated on GMT

Related tags: Pernod ricard, Christmas tree, Christmas

Over 5,000 outlets will get the kits
Over 5,000 outlets will get the kits
Bauble-shaped drinking vessels and Christmas tree serving trays form part of new winter serve kits from Diageo.

The drinks giant is giving 5,000 outlets the kits as part of a drive to maximise spirit sales over Christmas, a key selling period for the category – last year spirits sales increased 39% over the period compared to an average month (CGA).

The initiative will also encourage licensees to offer more premium options, a range of cocktails and hot serves such as Gordon’s gin & warm apple juice or a hot chocolate with Bailey’s.

““Spirits drive over half of the additional drinks sold over the Christmas period, so there’s a massive opportunity for licensees to maximise their spirits sales and capitalise on the festive period,” said head of category development, Faith Holland.

“In a season bursting with social gatherings and a time where consumers are looking for new and exciting shared experiences, the new serving vessels will provide licensees with a unique and interesting drinks format to compliment the more festive spirit.”

The company says it hopes the campaign will "advise and inspire" licensees to maximise their spirit sales during a period where over half the adult population visits the on trade and customers are looking to treat themselves.

Rival Pernod Ricard has also been urging licensees to make the most of spirits sales at Christmas, identifying two key opportunities: with food, big nights out. 

Related topics: Beer, Spirits & Cocktails

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3 comments

Drinking baubles for cocktails

Posted by Ian Weston,

How can I purchase a quantity

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Xmas drinks baubles

Posted by Angie Sargeant,

My daughter and her friends would like these how do we buy them please

Report abuse

baubles

Posted by angela francis,

how do we get hold of these if we are not one of the lucky outlets

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