Pernod Ricard UK is helping the on-trade to create extra sparkle at the bar this Christmas with ideas such as offering drinks in baubles hanging from a tree.
It has been developing new ways to help licensees tap into the up-tempo occasions in the run-up to Christmas and New Year when consumers are more inclined to drink spirits and trade up.
According to figures from on-trade research specialist CGA Strategy, 52million additional spirit serves were sold last Christmas compared with an average month, driving higher margin and greater profits.
Ian Peart, on-trade channel director at Pernod Ricard UK, said: “These figures support the trend for the enduring popularity of the festive ‘Big Night Out’, with consumers willing to trade up and spend more when they are out.”
Ideas from Pernod Ricard UK include bauble-shaped vessels that can be filled with a drink and hung from a small tree at customers’ tables. It is also offering licensees edible glitter for adding a festive garnish to drinks.
It is helping operators to run cocktail master classes for consumers which last year proved a hit as a party activity in the run-up to Christmas, offering support from brand ambassadors and training from its team of Drinkologists.
Pernod Ricard UK is also providing ideas for festive cocktail twists, from a Mrs Claus Colada to a Mojito-ho-ho, using brands in its portfolio which includes Malibu, Absolut, Havana Club, Jameson and Chivas Regal.
Ian said: “We’re bringing even more fresh, fun and innovative ideas to the on-trade this Christmas, all of which will help ensure this is a season to celebrate.
“As a nation, three-quarters of us made at least one visit to a bar, pub, club or restaurant last Christmas, resulting in a total of 150million visits to an on-trade establishment, so with consumers showing a huge desire to trade up to premium drinks during this key period, there is a big opportunity for those on-trade retailers who are able to capitalise on this growing trend.”
