Fayola Douglas
Aug 26, 2020

Pernod Ricard plans for a very socially distanced Christmas

Virtual masterclasses and at-home party packages aim to encourage customers back to bars.

Pernod Ricard plans for a very socially distanced Christmas

Pernod Ricard will be offering virtual masterclasses and at-home cocktails packages over the Christmas period as part of its preparations for a festive season in which social-distancing measures are expected to still be in place.

The masterclasses will be supported by the drinks company's experiential and consumer activation team, with the target of engaging 15,000 consumers. The experience aims to inspire consumers to return to venues.

To create a Chistmas party at home, consumers will be able to order packages for four or 10 people, consisting of cocktail-making equipment, spirits and mixers.

Pernod Ricard will also be encouraging consumers into bars through above-the-line campaigns going live from September for Powers Irish whiskey, The Glenlivet single-malt whisky and Absolut vodka.

A range of digital assets, including QR codes to allow customers to view menus on their phones and social media templates featuring festive designs and serving inspiration, will be available.

James Bremner, on-trade channel director at Pernod Ricard UK, said: "There's a strong possibility that Christmas will be the first big occasion where people can come together this year and we're committed to supporting our customers by helping them engage with consumers through virtual experiences, driving menu visibility and digital assets to give consumers confidence.

"2020 has been a challenging year for the on-trade, therefore outlets need to focus on getting the basics right to engage with consumers, whilst simultaneously encouraging trade-up to limit value losses. That's why we are investing significantly this year to ensure we are contributing towards the resurgence of the on-trade."

 

Source:
Campaign UK

Related Articles

Just Published

2 hours ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

2 hours ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

2 hours ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.

2 hours ago

Legendary Hong Kong theatre becomes a cultural icon ...

INSPIRATION STATION: An exhibit by a real estate developer celebrates the 1950s grandeur of a 1400-seat movie house now slated for redevelopment as a cultural landmark.