Pernod Ricard UK (PRUK) has announced the appointment of Lucy Bearman to the position of Wine Portfolio Director to strategically develop the company’s wine portfolio and deliver sustainable long-term growth within the Premium+ wine category. The UK is a key market for wine and the role has been created to ensure strong momentum is maintained, capitalising on the growth of the category which accelerated during lockdown, fuelled by the rise of at-home consumption and as more consumers enjoyed wine at home, as opposed to in pubs and bars.

Lucy will be responsible for leading best-in-class marketing campaigns for PRUK’s portfolio of wines including Campo Viejo, Brancott Estate and Jacob’s Creek, and delivering value-enhancing NPD to grow PRUK’s market share in wine. She joined PRUK in 2012 and has since held several positions within Brand Marketing, Category and Customer Development, as well as Director of Strategy, Portfolio and Insights, and holds over 20 years’ experience in the wine industry.

The new appointment comes as the wine category gained momentum over the lockdown period and experienced +24% value and +18% volume growth in the last 12 weeks. Recessionary behaviours such as the ‘lipstick effect’ emerged as consumers looked to treat themselves with affordable luxuries and trade up, resulting in the growth of premium wines and the average price of a bottle of wine rising to £6.22 (vs £6.10 pre-COVID). Shoppers are also turning to their favourite, trusted brands with Campo Viejo experiencing double-digit value growth over the last six months.

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