Pernod Ricard is encouraging retailers to create their own summers by getting their alcohol offering right ahead of the August bank holiday.

According to the company, retailers should create in-store displays around the holiday, encourage trading up into premium and implement cross category deals to increase sales if they can.

Chris Ellis, commercial director for Pernod Ricard, told Retail Express pre-mixed cans are a convenient option for picnics and barbecues as ready to drink sales are 18% higher than average over the summer months.

“The August bank holiday is really one of the last big summer opportunities, so our advice is to set it off with a bang,” he added.

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