Pernod Ricard plans big brand push in Christmas run-up

Published: 28 August, 2008

Consumers are likely to turn to the security of "brands" in the current economic climate and Pernod Ricard UK (PRUK) has planned a raft of activities including internet activity, quality gifting, TV advertising and cocktails in a bid to push its core brands in the UK on-and off-trade this Christmas.

PRUK said it has allocated a "significant spend" to target the on-trade, multiples, independents and specialist channels.

Advertising creatives have been developed for Campo Viejo, Martell and G.H Mumm. Jameson and Malibu will receive a second burst of advertising in the eight weeks to Christmas and there will be additional TV sponsorships for Tia Maria.

Malibu and The Glenlivet will also receive, for the first time, online initiatives.

"We're continuing to see consumers trade up for affordable treats. This is particularly apparent in the off-trade for cognac, sparkling wine and New Zealand Sauvignon Blanc," said Dan Reuby, PRUK customer development manager.

"Consumers are not always seeking the lowest price product at a time when they are celebrating with friends and family and gift options offer consumers luxury brands at a time when they are looking to purchase affordable treats," he added.

PRUK is also planning to capitalise on the growing cocktail trend and has developed educational advertising material for retailers and a DVD for the on-trade.

The advertising, which was developed to solve common Christmas cocktail party dilemmas, is primarily targeted at female purchasers but with masculine cues to encourage gifting for the men in their lives. Advertising will appear in retailer magazines and on websites.

The cocktail mix will include Jameson, Tia Maria, Malibu, Havana Club and Wyborowa. Jacobs Creek, Campo Viejo and Montana are also expected to be the star performers over the Christmas period. Wine sales grew £5.4 million the same time last year in the total off-trade, led by Jacobs Creek where value sales reached £34 million during the eight week period, an increase of £4.4 million (15%).

Campo Viejo also performed exceptionally well, outpacing the Rioja wine category as a whole with a robust 29% value growth, the group said.

Last Christmas the company's premium wine and spirit brands delivered an additional 6.9% total retail sales across the portfolio, ahead of total liquor sales (+3%), the group added.

Pernod Ricard UK has identified 14 key brands as priorities in the UK market: Absolut, Campo Viejo, Chivas Regal, Havana Club, Jacob's Creek, Jameson, Malibu, Martell, The Glenlivet, Tia Maria, Montana, G.H. Mumm, Pernod and Perrier-Jouet.