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Pernod Ricard launches gifting campaign

Published:  04 November, 2009

Pernod Ricard is launching a print and online festive campaign with leading UK retailers focussing on gifting and cocktail making.

The initiative will run throughout November and December and has been developed to capitalise on consumer needs and trends to help retailers to maximise value over the Christmas period.

Dan Reuby, Pernod Ricard UK's customer development director said: "Pernod Ricard UK shopper research shows that people are willing to trade up for special festive occasions such as social gatherings with family and friends, parties and celebrations or when buying gifts - it is high quality and successful spirit and wine brands that are key to capitalising upon this and driving profitability for retailers."

The campaign consists of several executions; one of which will see gift idea print advertisements for Jameson, The Glenlivet, Chivas Regal and Martell in leading retailer consumer and in-store magazines.

"We know from our research that 43% of spirit shoppers spend £15 and above when buying a gift, which presents a huge value-driving opportunity at this time of year," said Reuby. "We also know that cognac, blended whisky, malt whisky and imported whisky significantly over-index versus base sales at this time of year, so we've delivered a campaign that links directly into this opportunity and helps customers to make choices in categories they may be less familiar with."

Festive cocktail ideas for Malibu, Jacob's Creek Sparkling Rosé and Jacob's Creek Sparkling Pinot Noir will also feature in retailer print magazines, but also online where shoppers venturing into their 'favourites' can view the recipes and automatically add the required ingredients into their online shopping basket.