Pernod Ricard UK is ramping up its festive marketing efforts, anticipating a resurgence in consumer confidence after a challenging year, with the wine and spirits supplier looking to grow the premium+ spirits category.
The company revealed that throughout 2024, premium+ spirits have consistently outperformed standard offerings, making this higher end of the sector a vital margin driver.
Read more: Pernod Ricard outlines multi-million pound festive plans
Chris Shead, off-trade channel director for Pernod Ricard UK, Comments: “Since last Christmas, consumer confidence has been on the rise and the outlook for the final month of 2024 is positive. Gifting and hosting remain two key trends and retailers should focus on increasing space in-store for Premium Spirits that act as the perfect gift or cocktail ingredient when wanting to show off in front of friends and family.”
