On-trade can make billions from premium wine and spirits

Sales of premium spirits in the on-trade have already grown by 12% in the past 12 months, CGA Strategy statistics showed.

To help pubs tap into the growth and boost sales, Pernod Ricard, which owns wine, Champagne and spirits brands such as Absolut, Malibu, Havana Club, Jacob’s Creek, Mumm and Glenlivet Founder’s Reserve, has suggested a three steps approach to push growth.

For instance, taking to social media to showcase new drinks serves can help pubs tap into the 75% of consumers who are looking to try something new.

Looking for experiences​

Customers are also looking for experiences, which they will share across their social media platforms, according to Pernod Ricard. By tapping into summer social gatherings and events – such as National Gin Day (11 June) or National Pina Colada Weekend (8 –9 July) – pubs can drive interest around their offer.

Finally, key summer events, such as the Olympics and Wimbledon, are ideal platforms on which pubs can capitalise.

Pernod Ricard UK commercial director Chris Ellis, said: “Summer is all about driving sales through key occasions and truly understanding how people are interacting with the on-trade, and by following these insights-led steps, we believe we can get our five-year ambition for retailers off to a flying start.”