Premium wines and spirits “could earn each store an extra £2,800 this Christmas”

Supplier Pernod Ricard UK says retailers can earn the extra income by stocking a broad range of premium wines and spirits during the 12 weeks leading up to Christmas Day.

“Friends and family kept apart by lockdowns in 2020 will start celebrating earlier this year and the convenience channel has a key role to play,” said off-trade channel director Chris Shead.

He said retailers could capitalise on two important shopping missions: grabbing a bottle on the way to a house party or gathering, or picking up a bottle to host friends and family at home.

A recent study by Pernod Ricard UK found 87% of shoppers buy spirits when they are on their way somewhere. Almost one-third (31%) of these missions were “completely spontaneous”.

Pre-existing trends accelerated by Covid included the move towards more-premium spirits, Shead said.

Premium spirits had been growing value sales at twice the rate of the spirits market as a whole, up by 27% compared with 11% for the total category.

Shead added: “It’s important not only to stock the familiar core lines of premium spirits and wines shoppers will expect to see, but also something new and exciting from those trusted brands, due to the increased knowledge of spirits and wines shoppers have acquired in lockdown.

“This year, more than ever, it’s about breadth of range. Consumers upskilled during lockdown, they tried more cocktails at home, experimented with new flavours and treated themselves to the new products or flavours from their favourite brands.

“Last-minute purchases are crucial to getting it right this Christmas. Grabbing a bottle on the way to either hosting or being hosted has grown in importance as people celebrate the moments they can share together, so having an enticing range is hugely important.”

Pernod Ricard’s UK brands include Jameson Irish Whiskey, Havana Club Rum, Absolut vodka, Beefeater gin and Campo Viejo wines.