The wholesaler will hold three ‘bartender dinners’ across the country on Christmas Day to allow those who work in the industry, but whose families may be abroad, to enjoy the day and make new friends.
The company is also partnering with multiple operator Mission Mars and charitable organisation, The Cares Family, to bring older and younger Manchester neighbours together by holding two events in October and November at Mission Mars venues: Gorilla and the Deaf Institute, in Manchester.
The new initiative aims to reduce isolation, increase wellbeing and bridge the gaps across social, generational and digital divides.
Pernod Ricard UK on-trade channel director James Bremner said: “As a business, we believe that conviviality should be at the heart of everyday life, whether that be through relationships with your friends, family or those you meet for the very first time and we are delighted to be spreading that message this Christmas.
“We’re incredibly proud to be bringing people together this Christmas through both a partnership with The Cares Family and Mission Mars, as well as our first-ever Bartenders Dinner on Christmas Day.
Pernod Ricard UK is also bidding to raise awareness of its leading festive brands and drive consumers into the on-trade this Christmas by increasing its above-the-line advertising spend by 37%.
Campaigns are going live from October for brands including Jameson, Plymouth, The Glenlivet and Chivas.
This contributes to an overall investment in the Christmas occasion of more than £5m, almost 70% more than last year.
Bremner added: “Our mission is to support our customers offer a quality premium drinks experience that will encourage people to come back to their outlet, stay longer and spend more.”
According to CGA’s Christmas Report 2018, consumers are looking to spend one third more at Christmas on better quality drinks.
And, as fewer people visited the on-trade than in 2017 – but did so more often, according to CGA, Pernod Ricard UK claimed it is more important than ever to secure repeat visits and higher spend.
Bremner said: “Last year was a good year for the on-trade, however, we anticipate outlets will need to work harder this year to maintain sales and value growth.”