With the first winter World Cup taking place this year, Pernod Ricard UK is urging retailers to update their alcohol ranges.

The supplier said premium spirits still commanded a higher share of the market compared with pre-pandemic levels. Cocktails at home also remains popular.

The supplier named hot toddies, spritz and espresso martinis as the main three serves to focus on, and it will be pushing sales by launching a YouTube channel showing tutorials on how to make the cocktails, featuring an Absolut and Kahlúa Espresso Martini and The Glenlivet Hot Toddy.

19 Crimes launches limited-edition glow-in-the-dark label design

Meanwhile, the World Cup is predicted to drive new drinking occasions. The supplier said just under half of shoppers think their usual Christmas behaviour will change. With this in mind, it’s launching a limited-edition range of five Jameson bottles next month.

Each bottle features a football shirt and will be supported by a £1m media campaign across digital, social media and in store. Havana Club 7-Year-Old is also getting a festive makeover with a new black and gold limited-edition bottle, which features a metallic screen-printed finish.

Read more product news