Pernod brings cocktail trend to retailers

Published: 23 February, 2012

Pernod Ricard is hoping to help retailers tap into the on-trade populairty of the Espresso Martini with a new cocktail pack.

The coffee-flavoured cocktail is enjoying a renaissance in bars and restaurants, according to the drinks giant, who is rolling out a cocktail pack containing a 20cl bottle of Absolut, the same size bottle of Kahlua, two martini glasses and two sachets of ground coffee. It will be available to grocery and impulse retailers with an rrp of £16.

With premium spirits growing ahead of total spirits in the off-trade, in both volume and value, Pernod believes its Espresso Martini pack will offer retailers an opportunity to make the most of this profit potential by offering "a unique, engaging and on-trend drinks solution".

The pack will appeal to 25-34 year old consumers interested in cocktails and entertaining, according to Dan Reuby, Pernod's customer marketing director. "This offering will allow off-trade retailers to tap into popular on-trade cocktail trends, whilst also enabling consumers to recreate this chic cocktail at home in a simple, yet impressive, fashion," he said.

"This is also a perfect gifting opportunity for people who like cocktails and for those who enjoy taking interesting gifts to a dinner party," Reuby added.

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