Pernod Ricard UK is helping the on-trade get the fundamentals right this Christmas, announcing a host of support including virtual masterclasses and in-bar solutions.
This festive season, social distancing and health and safety restrictions look set to continue. The drinks giant recognises that, despite an expected decline in footfall versus last year’s festive season, there is still appetite for on-trade activities.
Pernod Ricard UK aims to support operators during an uncertain trading time through engaging virtual experiences, simple serve solutions and digital opportunities.
To further propel consumers into venues this Christmas and drive awareness of its leading festive brands, Pernod Ricard UK is investing in above-the-line advertising spend, with campaigns going live from September for Powers Irish Whiskey The Glenlivet and Absolut.
Continuing the success of virtual experiences offered during lockdown, dual-branded customer masterclasses will be offered over the festive period.
The masterclasses will be supported by Pernod Ricard UK’s experiential and consumer activation team, with the aim of engaging 15,000 consumers and inspiring them through serves to drive them into outlets.
At-home cocktail packages
As working from home looks set to continue and city centre footfall and corporate bookings are expected to fall, Pernod Ricard UK will be partnering with key managed customers on at-home cocktail solutions.
With 18% of 19-34 year olds saying they would order cocktails to be delivered to their door, the partnerships will allow consumers to bring the pre-booked Christmas party package home and lock in sales for customers.
Consumers can order either a cocktail package for four people, consisting of cocktail making equipment, a bottle of Absolut and pre-batched Passion Star Martini and Espresso Martini cocktails, or a house party package for 10 people, consisting of a bottle of Absolut, Absolut Raspberri and mixers.
Easy serve solutions and menu visibility
Hygiene will be a factor in the preparation of drinks this year, with low-touch cocktails offering minimal ingredients set to rise in popularity.
Pernod Ricard UK has a range of festive serves and vessels. 48,500 enamel mugs and sustainable single-use Christmas-themed paper vessels, from brands including Absolut, Beefeater Blood Orange and The Glenlivet, are being supplied to the on-trade to provide easy serve solutions in bar and for outdoor areas.
Consumers will still be looking for something special this Christmas, so Pernod Ricard UK is urging operators to offer festive twists to stand out, such as the Espresso Martini, Jameson Old Fashioned and Amalfy Sunset Spritz.
With hygiene being of increasing influence, 30% of consumers prefer to order drinks through a mobile app, rising to 42% amongst 18-34 year olds, meaning a digital-first approach will be crucial to providing reassurance of a safe environment.
Pernod Ricard UK is supporting independent free trade customers in enticing consumers to return through a range of engaging digital assets, including QR codes to allow cutomers to view menus on their mobile phones and social media templates featuring festive designs and serve inspiration.
Further social media tips are available via the ‘Back to work in the new normal’ guide, published by Pernod Ricard UK’s brand engagement and advocacy team, intended to help the hospitality industry reopen.
James Bremner, on-trade channel director for Pernod Ricard UK, said: “2020 has been a challenging year for the on-trade. Therefore, outlets need to focus on getting the basics right to engage with consumers, whilst simultaneously encouraging trade up to limit value losses.
“We are investing significantly this year to ensure we are contributing towards the resurgence of the on-trade.”