The convenience channel increased its value share of premium spirits by 3% in the last quarter of 2018, verses grocery at 8%, and even lost 1% versus the previous year.
Sixty-five per cent of the value in total spirits currently comes from premium brands, while during Christmas 2018, premium spirits accounted for 42% of all sales. Despite this boom in premium, independents only give 12% of space to premium gin, while this figure stands at 24% at the multiples.
Within this category, there are five key categories the
supplier recommends retailers focus on getting right: gin, Irish whiskey, blended
scotch, vodka and wine.
The supplier is also increasing its consumer advertising spend on premium spirits by 38%, with campaigns going live from October for Jameson, Plymouth, Chivas and Campo Viejo.
Meanwhile, new to Pernod Ricard’s gifting range this year is a Plymouth Gift Box (RRP £26.69) and Chivas 12 YO Giftbox (available in three blends, with RRPs ranging from £29 to £45).
Chris Shead, off-trade channel director at Pernod Ricard, said: “The data all points towards a third gin-dominated Christmas this year, however, we also anticipate this year to be driven by gifting outside of traditional categories, such as gin and our new Plymouth Gift Box, as well as lead ingredients for popular cocktails and mixed drinks.”
Read more: Find out how maximise your premium spirits sales.