Pernod Ricard has unveiled marketing plans to "drive premium" across its key brands in the build-up to Christmas, including a range of television adverts, new bottle sizes and sponsorship tie-ups.
Speaking to The Publican, the drinks giant revealed that, next month, it intends to heighten the focus on Absolut vodka, Chivas Regal whisky and Jacob's Creek and Brancott Estate wines.
For Absolut vodka, the company is set to launch a limited edition variant, named Absolut Limited Edition, as well as a new 35cl bottle size and a second burst of television advertising for the brand. "Absolut Limited Edition will be initially exclusive to the on-trade only," said Pernod Ricard's on-trade channel director for spirits, Nick Yates. The launch, added Yates is pegged to be the brand's "boldest bottle to date".
To boost trade of Chivas Regal, Pernod Ricard revealed it has increased marketing investment for the brand by 25 per cent and the whisky will appear on television for the first time. Television adverts, which will run exclusively with Sky Sports in an effort to target men aged 25-34 will be introduced and also supported by a 35cl sized bottle to encourage trial.
Jacob's Creek wine will receive television advertising and sponsorship from October as well as digital and online support through its 'True Character' campaign. The brand will also support the launch of the new Jacob's Creek Regional Reserves which will replace the existing Reserve range and target "the more involved wine consumer" with a selection of wines from three regions of South Australia: the Barossa, Adelaide Hills and Coonawarra.
To raise awareness of New Zealand's Montana moving to Brancott Estate, Pernod Ricard has pledged to up its investment of the wine brand as well as release a new television advert during November to raise awareness of the Marlborough vineyard.
As part of its seasonal strategy to drive premium, the company explained reasons for choosing to launch brands in the 35cl size by describing it as "a format that is catching on. It is somewhere between a glass and a full bottle and easy for the consumer to try". The company added: "Premium is really key right now - £1 in every £3 is spent on premium spirits - we'll be looking at three areas for on-trade retailers to capitalise on: stocking premium brands, updating backbar and drinks menus and educating bar staff."
In addition to its key focus brands, Pernod Ricard will also continue to cement film links for its Jameson whiskey, tapas, food and wine matching focused initiatives for Campo Viejo continuing Masterchef Live/The Wine Show tie-ups and G.H. Mumm's sponsorship of the London Restaurant Festival as well as further marketing campaigns for Havana Club, Beefeater, Martell and Malibu.