Premium spirits and cocktails are the two key focus areas for the off-trade this Christmas, according to Pernod Ricard UK, which is going to support c-stores by creating digital content that can be embedded on independents’ social media platforms.
Neck collars will direct consumers to a dedicated YouTube channel that will host cocktail inspiration and ‘How To’ Guides for those looking for support when recreating festive classics at home, such as the Absolut Espresso Martini and the Absolut Wild Berri Bramble.
“For the convenience channel, premium+ spirits offer a point of difference, as the larger supermarkets are increasingly challenged by discounters,” said off-trade channel director Chris Shead. “Particularly for independent retailers, we’re working with neck collars to drive traffic to our YouTube channel where we’re going to create some great content … The digital content we create can be shared on retailers’ social media platforms.”
Pernod will also be offering a cocktail jigger gift with purchase across its Absolut range with 500 kits up for grabs. Retailers interested in the kits can contact Pernod Ricard for further information.
The firm, which is urging retailers to get behind its Absolut, Malfy, Malibu, Altos and Jameson brands this Christmas, is encouraging retailers to “go early” this year when it comes to displaying their Christmas alcohol range. Shead claimed that having a strong range of premium spirits in store from October would allow shoppers to spread their spending over the Christmas period.
He added: “We’re hugely excited for Christmas 2023 as it’s time for premium spirits to reclaim the occasion after beer dominated during last year’s football World Cup. In the current economic climate, we are anticipating a significant shift to the off-trade as consumers choose to host at home and manage budgets. This presents a huge opportunity for our customers and winning in cocktails remains the key to success.”
To support retailers, Pernod Ricard UK has put together a Top 5 Festive Serves list that can easily be created using basic ingredients and cocktail equipment at home:
Top 5 Festive Serves
1) The No.2 Christmas Cocktail – Absolut Espresso Martini
· 50ml Absolut Vodka, 25ml Kahlúa, 25ml Espresso – add ice, shake well
2) The spritz is the fastest growing cocktail in the UK - Malfy Gin Rosa Spritz
· 35ml Malfy Gin Rosa, 50ml San Pellegrino Aranciata Rossa, 50ml Prosecco – build over ice
3) The No. 4 Winter Cocktail - Malibu Piña Colada
· 50ml Malibu Coconut, 75ml Pineapple Juice, 25ml Coconut Cream – add ice, shake well
4) The most searched for cocktail of 2023 - Altos Classic Margarita
· 50ml Altos Olmeca Plata, 12.5ml Triple Sec, 15ml Agave Syrup, 25ml Fresh Lime Juice – shake well with ice and strain
5) The most search for Whiskey cocktail - Jameson Old Fashioned
· 50ml Jameson Black Barrel, 5ml Sugar Syrup, Angostura Bitters – stir ingredients over ice
No comments yet