Revealing research from Pernod Ricard

New research from Pernod Ricard UK reveals a whopping 90% of drinkers stick to the same drink all night and 52% have not decided what to order by the time they reach the bar.

The chance to encourage consumers to trade up to premium brands with better profit margins must therefore be grasped at the first-drink stage, the company said as it unveiled a new spirits strategy this week.

The initiative, called Premium Edge, includes trials with 35cl bottles in pubs and bars, served on a tray with a range of mixers so groups can make their own drinks.

There will also be a trial education programme on upselling for bartenders.

A consumer and trade campaign is also in the pipeline.

"One of the most interesting findings from our consumer research, in which we interviewed more than 2,500 consumers, was their answer to the question 'what most encourages you to trade-up?'" said Simon van Moppes, commercial director, spirits.

"The number-one reason was the bartender, so we undertook a four-month trial in a mix of outlets educating staff on upselling and giving them the brand stories and other information to help them guide consumers.

"We saw an average increase in premium spirit sales from 10% of total spirits sold to 25% in those outlets."

In the US 50% of spirit sales are premium spirits, van Moppes said. "There is no reason why we can't achieve that in the UK."