Special packs of Absolut vodka will tempt shoppers with gift packs -— one including five miniature bottles presented inside a large bottle. The brand will also use an on-pack QR code to link consumers with the brand’s free Drinkspiration app, which offers users seasonal drinks recipes.
Bottles of Campo Viejo Rioja Gran Reserva 2008 will be available in gift presentation packs, as well as Perrier-Jouet’s Belle Epoque and Belle Epoque Rose 2006, which will be sold in boxes featuring two flower-etched champagne flutes.
Pernod Ricard is also aiming to drive sales of its leading premium wine brand Campo Viejo with a price-marked offer, as the brand anticipates that wines priced £6.50 will be popular again this Christmas.
Chris Shead, UK off-trade channel director at Pernod Ricard said: “Christmas represents a huge opportunity for those retailers stocking the right range to excite shoppers during the festive period.
He said impulse and convenience retailers also have a great opportunity to take advantage of the trend for consumers to trade up to premium drinks at Christmas, with premium products triggering a 2% rise in value sales of wine and 2.7% increase in spirits across impulse last Christmas. “We know that there is an opportunity for even greater growth if retailers stock the right range,” he added.
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