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Pernod Ricard releases host of gifting options to boost Christmas sales

Published:  29 September, 2014

Pernod Ricard is planning to plug the "multi-million pound wine and spirits Christmas sales gap" it has identified with one-off releases and gifting sets.  

Pernod Ricard is planning to plug the "multi-million pound wine and spirits Christmas sales gap" it has identified with one-off releases and gifting sets.   

It is launching an Absolut 'Perfect Chill' gifting and party set, three gifting options for Jameson, and a gifting partnership for Chivas Regal with British watch maker Bremont.

Chivas Regal Bremont watches partnership for Christmas 2014Pernod Ricard is hoping to cash in on lost sales at Christmas with a range of gift-setsThe wine and spirits giant has identified a multi-million pound oppoertunity for wines and spirits at Christmas - which can be filled through one-off releases and gifting.The Chivas Regal and Bremont watch partnership is just one of these.

Earlier this year the drinks firm identified a £13 million opportunity for premium spirits and additional "multi-million pound gains" for wine over £6.50 for Christmas 2014.  

Chivas has created 12 Made for Gentlemen by Bremont limited edition gift tins and collectors item watches to "celebrate excellence and precision in luxury". The Chivas 12 Made for Gentlemen tin (rrp £27) holds a bottle of Chivas 12 blended Scotch whisky and pictures watch elements designed to showcase the elegant and complex engineering of Bremont chronometers. As for the watches, each one has a piece of oak cask used in maturing the whisky, as well the signature of James and John Chivas on the rotor. These will be auctioned online, with proceeds going to the Prince's Trust Enterprise Programme, from October 22 to November 9.

It will also launch a Tricentenaire anniversary edition for Martell Cognac, while the Glenlivet whisky will get a gift and glasses set for its 12 Year Old whisky.

The gifting theme will continue with its Champagne selection, Perrier-Jouët's Belle Epoque and Belle Epoque Rosé 2006 box sets will have two flower etched Champagne flutes ( rrp £158.69 and £259.20 respectively.) G.H. Mumm is offering presentation boxes of its Cordon Rouge and Le Rosé varietals (rrp £32.09 and £41.74 respectively).

It is also hoping its price-marked packs of Campo Viejo will help boost its festive sales.

"Sales of premium wines grew by 27% in grocery alone during Christmas 2013 compared with the previous year , while premium spirits were up 10% , so Christmas represents a huge opportunity for those retailers stocking the right range to excite shoppers during the festive period," said Pernod Ricard UK off-trade channel director Chris Shead.

"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 offerings triggering a 2% rise in value sales of wine and 2.7% in spirits across impulse last Christmas.

"Creating excitement with the best festive offerings in premium wine and spirits will be key to unlocking incremental sales for impulse and convenience retailers this Christmas," Shead added.