Retailers could take an additional £3,500 if they get their premium spirits offer right over the festive period.
That was the advice from Pernod Ricard as it launched two campaigns designed to boost convenience stores’ sales in the run up to and during Christmas.
The company will run a ‘Mix with the good stuff’ campaign focused on encouraging consumers to make cocktails at home – a trend that has increased by 23% in the past year.
A second ‘Expertly selected’ campaign on The Glenlivet Founders Reserve, Chivas Regal 12 YO, Scapa Skiren, Aberlour 12 YO and Ballantine’s Finest will help shoppers navigate between brands and pick the right whisky for the right occasion or recipient.
Both campaigns will be supported by PoS, with ‘Mix with the good stuff’ featuring the ingredients for three suggested cocktails – an espresso martini; Jameson, ginger and lime; and a Plymouth Pink G&T.
James Middleton, channel director for impulse at Pernod Ricard, said stocking the full ‘Expertly selected’ whiskies range can add more than £1,000 to a store’s annual sales, while getting behind the ‘Mix with the good stuff’ campaign can potentially drive sales by £2,500.
“Our message is simple: Ignore premium this Christmas and you will miss out,” said Middleton. “Premium accounts for 50% of all spirits sold in the on-trade. 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, with the aim being to encourage shoppers to trade up and select the brands they are enjoying in bars at home.”
Middleton added that retailers are also missing out on sales by not starting their Christmas promotions early enough.
“A lot of independent aren’t starting until December, but it’s important to begin promoting Christmas alcohol from the start of November,” he said.
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