Premium opportunity in the impulse channel

Richard Jones, channel director of Pernod Ricard, started his joint presentation with Nick Kirby, category development controller for Pernod Ricard, by saying how pleased he was to hear that he and the other speakers seemed to all be working in the same direction.

He added that: “Our aim is to be the number one premium wine and spirits supplier in the UK.” In order to do that, he suggested that Pernod Ricard needed to build brands through category understanding and win in outlets at the point of purchase.

Kirby said: “72% of c-store shoppers buy spirits for specific consumption occasions.” These are: winding down, hosting friends, stocking up, party time, me time, family time and gifting.

However, Pernod Ricard research revealed that 41% were not satisfied with range, 83% were not engaged by the fixture and only 23% were encouraged to try something different. Regarding price, 58% believe prices are competitive and 50% think that there are good promotions.

Data from him! revealed that 46% of spirits shoppers were influenced by a price-marked pack. Kirby said this is a way to deliver a value for money message.

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