Pernod Ricard UK is urging retailers to respond to consumer trends accelerated by the last 18 months to capitalise on the huge opportunity within Premium Spirits and Wines this Christmas. Retailers in the impulse and convenience channel could each make up to £2,792 this Christmas by stocking a broad range of Premium Spirits and Wines during the twelve 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 by supporting shoppers with two important missions: ‘grabbing a bottle on the way to a house party/gathering’ and ‘picking up a bottle to host friends and family at home’. A recent study commissioned by Pernod Ricard UK demonstrates the importance of the convenience channel for buying Spirits on the way somewhere, with 87% of shoppers buying them to consume there. The study also found that 31% of ‘shopping on my way’ missions are completely spontaneous, which is high verses 21% for Total Mission, making this a massively valuable mission.

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