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Pernod announces strong Christmas growth

Published:  23 July, 2008

PRUK, Pernod Ricard UK's portfolio of premium brands delivered a 6.9% increase in total consumer sales across its wines and spirits portfolio over the eight weeks to 29/12/07, ahead of total liquor sales (+3%).

PRUK wine sales grew by 5.4million during the Christmas period in the total off-trade.

Campo Viejo led the trend, comfortably outpacing the Rioja wine category as a whole with a robust 29% value growth.

Jacob's Creek value sales reached 34m during the eight week Christmas period - an increase of 4.4m (+15%) and a particularly impressive performance against the background of a flat performance for the Australian wine category as a whole.

Additionally, of the top five wine brands, only Jacob's Creek grew value sales over both the 2006 and 2007 Christmas selling periods, the company claims.

The strongest growth for the brand came from the high-end offerings in the range, according to PRUK.

Single varietals were up 18% and reserves up more than 100%, the company said. This treble-digit growth in reserves was achieved while also maintaining an average price of 6.70, against an average of 4.38 for the Australian wine category as a whole.

Since the August 2007 launch of Jacob's Creek Three Vines, retail sales have already exceeded 2.3m in value with more than 51% of total off-trade outlets stocking the range which is being driven by a 65% distribution rate in multiple grocers.

Jean-Manuel Spriet, PRUK chief executive said: "We are delighted with the outstanding performance PRUK has seen during the Christmas period.

"In the wake of a focused programme of marketing and merchandising initiatives, this strong Christmas performance provides clear evidence that consumers are increasingly recognising and appreciating the extra quality on offer through PRUK's portfolio of brands."