Bauble-shaped glasses to boost spirit sales this Christmas

The drinks giant is giving 5,000 outlets the kits as part of a drive to maximise spirit sales over Christmas, a key selling period for the category – last year spirits sales increased 39% over the period compared to an average month (CGA).

The initiative will also encourage licensees to offer more premium options, a range of cocktails and hot serves such as Gordon’s gin & warm apple juice or a hot chocolate with Bailey’s.

““Spirits drive over half of the additional drinks sold over the Christmas period, so there’s a massive opportunity for licensees to maximise their spirits sales and capitalise on the festive period,” said head of category development, Faith Holland.

“In a season bursting with social gatherings and a time where consumers are looking for new and exciting shared experiences, the new serving vessels will provide licensees with a unique and interesting drinks format to compliment the more festive spirit.”

The company says it hopes the campaign will "advise and inspire" licensees to maximise their spirit sales during a period where over half the adult population visits the on trade and customers are looking to treat themselves.

Rival Pernod Ricard has also been urging licensees to make the most of spirits sales at Christmas, identifying two key opportunities: with food, big nights out.