Pernod Ricard is launching campaigns behind its premium wine and spirit brands Jacob’s Creek, Malibu and Havana Club in a bid to encourage retailers to tap into alcohol sales opportunities this summer.
Chris Ellis, Commercial Director for Pernod Ricard UK, commented: “Summer is second only to Christmas in terms of the league table of seasonal sales uplifts. It represents an incredibly exciting time for the drinks trade, as premium spirits sales accelerate ahead of the spirits category.”
Ellis sees the Jacob’s Creek sponsorship of Wimbledon as a great opportunity for retailers to tap into this uplift, and the brand will launch new Wimbledon-inspired limited edition bottles across the range, as well as POS units. The bottles will feature neck collars and give shoppers the chance to win prizes such as Wimbledon finals tickets and ipad minis. This summer also sees the launch of the second stage of the Jacob’s Creek’s ‘Made by Australia’ TV campaign, and a tie-up with defending Wimbledon champion, Novak Djokovic.
Within the Rum category, Pernod Ricard is launching a coconut cup drinking vessel giveaway for Malibu and a Havana Club Mojito tin, available as a gift-with-purchase option for Havana Club Añejo 3 Años. Plus, for rum and coffee liqueur Kahlúa, a retro neck-tag campaign has launched, with coasters encouraging shoppers to “rediscover the drink’s versatility and affinity to the cult cocktail classics”.
In RTD’s for summer, Malibu has refreshed the design of the entire pre-mixed cans range and launched its first ever Diet variant, Malibu Diet Cola.
Ellis concluded: “We have a strong brand presence in all the key driver categories for summer and rather than just relying on the strength of the brands, we have worked hard to create engaging marketing and in-store campaigns that will allow retailers to fully maximise the summer opportunity.”
