Even though the kids are barely back at school, Pernod Ricard is encouraging retailers to get social this Christmas to drive sales of premium wine and spirits.
Research suggests that one in three food and drink purchases will be influenced by digital interactions with brands and retailers in the run up to this year’s festivities and beyond, so to help retailers make the most of the social and digital opportunity, Pernod Ricard is launching an easy to use Twitter guide for Christmas, including helpful suggestions on how and what to Tweet, and even when to Tweet it.
“We know that Twitter will be a key platform for retailers to drives sales of premium drinks this Christmas, yet research suggests as few as one in five independent and symbol group retailers are currently geared up to exploit the true potential of social media to promote their businesses this Christmas,” explained Chris Shead, Off-Trade Channel Director at Pernod Ricard UK.
The Pernod Ricard Twitter Tips for Christmas 2015 could help retailers boost sales of premium drinks over the festive period, suggested Shead, with bottles over £6.50 accounting for half of all wine sales last Christmas compared with £1 in every £3 during the rest of year, and premium spirits’ share of the total drinks market rocketing by 20% over the festive season.
The guide – available to download here – features a tailor-made ‘12 Tweets of Christmas’ aimed at offering shoppers inspiration, such as: “Carry on the Christmas celebrations over the weekend with homemade @MartellCognac cocktails http://www.martell.com/en-uk/cocktails”.
Meanwhile, Pernod Ricard has revealed a range gifting options across its premium portfolio this Christmas, including:
- Seasonal presentation makeovers for The Glenlivet Founder’s Reserve, Chivas Regal and Jameson
- A selection of gift boxes across its Champagne range, including for Mumm Cordon Rouge and Perrier Jouet
- A necktag competition for Plymouth Gin, with a chance to win a Plymouth experience including distillery tour and sailing adventure
- Activations for Malibu and Kahlúa, including Malibu cocktail recipe neck collars and a free mug and Christmas jumper cosy, and free retro posters with every purchase of Kahlúa.
“We will have something for everyone this Christmas,” concluded Shead, “and we look forward to seeing how social media and our exciting portfolio can help drive sales of premium drinks for retailers.”
