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With a lack of major events this summer to drive sales, Pernod Ricard has unveiled its plans to help retailers create their own summers.
Jacobs Creek is sponsoring Wimbledon for its fifth year running and introducing PoS and limited-edition bottles across the range. The bottles have neck collars that give customers the chance win Wimbledon finals tickets and iPad minis.
Pernod Ricard is also launching a coconut cup drinking vessel giveaway for Malibu and a Havana Club Mojito Tin available with Havana Club Añejo 3 Años. New PoS for 20cl Malibu is available with an “add some sunshine” tagline to tap into the growth in share that fractionals tend to experience during July and August
Havana Club is also launching an online platform to encourage customers to create mojitos at home this summer.
5% – increase in monthly sales of white wine during July and August within impulse.
Meanwhile Kahlua, the rum & coffee liqueur, is also aiming to inspire fans with retro neck-collars that contain artistic coasters that display cocktail recipes. Two of the four coasters available will be included on every bottle of Kahlua Original.
Chris Ellis, commercial director for Pernod Ricard, said: “One in every four pounds spent in spirits is in premium. At Christmas that becomes one in every three so there is a huge opportunity if retailers can get similar results in summer.”
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